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NBA increases Global Games audience with Odeon cinema deal
By Matthew Campelli
The Toronto Raptors will visit London for the third time after back-to-back games in 2011 Credit: National Basketball Association
The National Basketball Association (NBA) is attempting to increase its reach in the UK by partnering with Odeon cinemas to broadcast its London-based Global Game.
NBA Global Games London 2016 will see the Orlando Magic take on the Toronto Raptors at the 20,000-capacity O2 Arena on 14 January. The fixture has sold out for the sixth consecutive year.
In a bid to reach more fans in the UK, the body has signed a deal in which the Odeon cinema chain will air the match in 31 of its locations around the UK. Both franchises have contested matches in London previously: a Shaquille O’Neal-led Magic played in the UK capital in 1993, while the Raptors will make its third visit after back-to-back games in 2011.
NBA EMEA senior vice president and managing director, Benjamin Morel, said the initiative would “broaden the reach of the live game experience across the UK with a fully immersive presentation on the big screen”.
“Live entertainment is hugely popular with our guests and growing rapidly, whether it be theatre, music or sport, and the NBA is a fantastic addition to our line-up,” added Odeon & UCI Cinemas Group chief commercial officer.
Odeon has previously dipped into showing live sport, airing fixtures from the 2014 Football World Cup and to 2007 Rugby World Cup. The Global Games will also be broadcast live on BT Sport 1 and BT Sport Showcase.
Orlando Magic’s match against the Toronto Raptors represents the last fixture of NBA’s Global Games schedule for 2015/16. In October 2015, Boston Celtics faced Olimpia Milan and Real Madrid in Italy and Spain respectively, while the LA Clippers and Charlotte Hornets played two fixtures in the Chinese cities of Shenzhen and Shanghai.
Later in the month, Orlando Magic played Flamengo in Rio de Janeiro, Brazil, while the Celtics and Sacramento Kings faced off in Mexico City in early December.
The full list of Odeon cinemas screening the game:
Basingstoke
BelfastBirmingham Broadway Plaza
Blackpool Cardiff
ChathamDunfermline
Edinburgh Fort KinnairdGlasgow Braehead
Greenwich Hull
KingstonLee Valley
LeedsLeicester
Liverpool OneMarble Arch
MetrocentreMilton Keynes Stadium
NorwichPrintworks Manchester
SouthamptonSouthend
StokeStreatham
SwanseaSurrey Quays
SheffieldTelford
UxbridgeWorcester
The National Basketball Association (NBA) is attempting to increase its reach in the UK by
partnering with Odeon cinemas to broadcast its London-based Global Game.
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