Generate helps host largest ever Trafalgar Square sponsorship activation

The largest ever activation in Trafalgar Square took place last weekend as Generate Sponsorship produced the Turkish Airlines Euroleague Fanzone – a three day basketball event (10 -12 May) entertaining and inspiring people from the UK and around Europe in the heart of London.

With the sold-out Turkish Airlines Euroleague Final Four championships taking place at The O2 simultaneously, the Fanzone featured a basketball main court with a 15m high roof and 4-screened cube hanging from the centre, two satellite courts for exhibitions and a ‘Just Hoops’ area on the North Terrace which encouraged the public to get involved. It was the first time Trafalgar Square had ever hosted a basketball court or included so many interactive event elements.

As part of the Euroleague’s basketball CSR program, One Team, UEFA legends (Robert Pirès, Graeme Le Saux and Christian Karembeu) played a game against athletes from Special Olympics and children from Tottenham Hotspur Foundation to officially open the Fanzone on Friday morning.

Additional activity included the EFES Cheerleading Academy, the Intersport Trophy Tour (where fans could have their picture taken with the Euroleague Trophy) and the Turkish Airlines “Eye of the Fan” (an opportunity for fans to share their event photos through social media).

Andrew Wyke, director of events & IP at Generate said, “We set ourselves an incredible challenge with a very ambitious plan for this Fanzone. We wanted to create something on a scale that had never been done before on Trafalgar Square and we are delighted with the results. To see full basketball 3-on-3 games featuring European basketball legends, together with clubs from across the UK, taking place in this unique location was really fantastic.”

Over 50,000 people visited the Fanzone over the weekend, with over 300 players competing on the main court alone. Wyke continued: “While the event was designed to cater for the European basketball fans in London for the Final Four, it was also a great way to showcase basketball to a wider audience and help raise the profile of the sport in the UK. It was great to see people of all ages participating in the Fan Zone across the three-days and so many people sharing their experience through social media”