Original title: Basketball and technology collide passionately: NBA appears at BEYOND International Science and Technology Innovation Expo
CCTV News: From May 22 to May 25, 2024, the 4th BEYOND International Science and Technology Innovation Expo (BEYOND Expo 2024) with the theme of “Embracing the Uncertainties” was held as scheduled in Macau. The NBA, a professional sports league with great influence in the world, appeared at the exhibition for the third time.
（NBA exhibition area）
As one of the most influential technology events in Asia, BEYOND Expo is not only a display platform for technological innovation, but also a bridge for international technological innovation exchanges. It is reported that the NBA participating in this exhibition not only showed fans and audiences the league’s innovations in technological elements in recent years, but also brought the brand-new LED floor that made a stunning debut at the 2024 NBA All-Star Game to the domestic stage, linking the vertical screen to present the interaction between reality and virtuality to bring an immersive “All-Star” experience.
The integration of sports and technology brings you a brand new basketball experience
At this expo, NBA set up a booth in the consumer technology exhibition area to explore the deep integration of technology and consumption. NBA brought different types of exhibits that combine entertainment and technology to the exhibition. Among them, 3 heavyweight exhibits are debuting in Macau for the first time, including Kobe’s autographed jersey, the O’Brien Trophy representing the highest honor of the NBA, and the newly upgraded championship trophy in the 75th anniversary of the NBA. At the same time, the booth also set up a central LED court, Macau corner, jersey wall and NBA retail areas. While the audience has a deep understanding of the history and various aspects of the NBA’s business, they can also personally participate in the interactive session full of technology, appreciate various exhibits representing the honor and spirit of the NBA, and feel the rich NBA culture.
(Audience interacts in the center LED court)
In line with the theme of the BEYOND International Science and Technology Innovation Expo, the integration of sports and technology is also a highlight of the NBA booth. As a new exploration, NBA’s LED floor upgrades the basketball floor into a multi-functional device that can change the layout of lines, floor theme colors, display game data, shot playback, celebration animations, etc. in real time, directly enhancing the audience’s participation experience. The technological experience attracted a large number of audiences to actively interact, and they all participated in the shooting game to show their skills; and the first match between the Mavericks and the Timberwolves in the NBA Western Conference Finals, which was broadcast live on the big screen, attracted a large number of fans to stop and watch.
In addition, the NBA Store area also brings together a number of NBA ace co-branded products, including team-style and basic co-branded shoe boxes jointly launched by high-end sneaker care brand SupBro and NBA. The figure display area displays products jointly created by NBA and the trendy toy brand Toycity’s “LAURA” and the trendy art brand ROBBiART’s “ROBBi Space Rabbit”. While the audience perfectly combines fashion design with team elements, they can also learn about the stories behind the creation of each work. In addition, a wide variety of basketball equipment, clothing, peripheral products, NBA star figure blind boxes and other exquisite products also allow the audience to have a unique visual enjoyment and trendy cultural experience.
（NBA Store area）
Promote the implementation of events and inject vitality into sports in Macau and the Greater Bay Area
Macau has a complete sports infrastructure and a strong sports atmosphere. The NBA has held various events in Macau in recent years. At present, Macau has initially established a “sports +” industry chain with local characteristics. As an international professional sports league, the NBA will also bring its global influence to this exhibition and contribute to Macau’s “sports +” industry.
The NBA exhibition area is full of Macau elements. In the innovative LOGO display area, NBA uses Macau-style Portuguese tiles as the background to present the logos of 30 NBA teams, which is full of creativity. In the “Macau Corner” specially set up in the exhibition area, NBA uses a group of exquisite photos and Macau-style layouts to show the close connection between NBA and Macau basketball culture. The photos include live highlights and game scenes of many NBA events over the years, as well as check-in photos of NBA teams visiting Macau. On the other side, a display wall built with basketballs is specially designed to look like the landmark of Macau, the Ruins of St. Paul’s. Visitors who come to visit the booth can deeply feel the collision between NBA and Macau.
(NBA exhibition area – “Macau corner”)
Since the first China Games landed in Macau in 2007, NBA has continued to inject enthusiasm and vitality into local sports. In recent years, more and more talented young people have emerged in the Guangdong-Hong Kong-Macao region and have begun to shine in the Jr. NBA Greater Bay Area. Macau’s localized basketball terminology and the NBA’s declaration of this season, “EVERYONE’S GAME”, jointly highlight the theme and look forward to the exciting future of NBA in Macau.
Previously, the NBA China Games, which are popular among domestic fans, have been held in the Greater Bay Area many times. In addition to Macau, Guangzhou has successively become the host of the NBA China Games in 2008 and 2010, and Shenzhen has also hosted the China Games many times in 2015, 2017, 2018 and 2019. In addition, many NBA stars also visited Guangzhou, Shenzhen, Hong Kong and other places during the event to participate in summer fan activities.
The integration of sports and technology is becoming an important force in promoting the development of sports. As one of the most popular international professional sports leagues in China, the NBA will deeply explore the integration of sports and technology and its infinite possibilities, and use the power of technology to promote the development of sports. It hopes that through more and more activities, it will bring more sports elements to Macau and the entire Greater Bay Area, help local young people actively participate in sports, and inject new vitality into the development of Chinese basketball.
2024-05-24 11:55:01
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