The Chicago Bulls are partnering with sponsor Rovio Entertainment on a new camera angle above the basket this season. The view features signage for the game developer’s biggest hit: Angry Birds.
The deal, which lasts through the 2018-19 NBA season, sees the launch of the “Angry Birds Eye View Cam.” Cameras will be positioned on top of both backboards at the United Center, providing live footage from above the rim.
Rovio Entertainment Chief Marketing Officer Ville Heijari said the move is an attempt to demonstrate the game company’s “continuing commitment to strategically building the brand in the United States.”
“As huge fans of basketball and fellow Finn Lauri Markkanen, we’re thrilled to team up with the Chicago Bulls this season,” he said.
Angry Birds branding will appear on the video feeds as well as on LED screens on the side of each basket. VIP “Angry Bulls” experiences will also be available for fans attending games.
“Each season the Bulls look forward to providing our fans with new and exciting elements that enhance the game experience, whether it’s in the arena or on broadcast,” said Matthew Kobe, Chicago Bulls’ vice president of business strategy and analytics. “Through our new partnership with Angry Birds, fans around the world will get to see never-before-seen views.”
With this partnership, Rovio Entertainment has become the first Finnish sponsor of an NBA team, although this is not the company’s first-ever deal in sports. It has previously partnered with the NFL and the English Premier League’s Everton FC.
SportTechie Takeaway
Professional sports teams are increasingly relying on brand sponsorships to enhance the technology and fan experience at games.This is especially important when considering the massive global fan bases of NBA franchises, where many international fans may never have the opportunity to attend a game in person. With Rovio, the Bulls are not only getting a sponsor, but also a camera angle that could grow the game’s appeal for fans watching at home.