With the Devotion Marketing Awards, Euroleague Basketball annually recognizes the best marketing and public relations endeavors undertaken by Turkish Airlines EuroLeague and 7DAYS EuroCup clubs. Anadolu Efes Istanbul, Zalgiris Kaunas and Crvena Zvezda mts Belgrade are the respective winners of the gold, silver and bronze Devotion Marketing Awards for the 2016-17 season, which marked the 11th time the awards have been handed out.
The awards were announced on Tuesday at a meeting of marketing directors for all Turkish Airlines EuroLeague teams held in Barcelona as part of the ongoing series of Euroleague Basketball Institute Annual Workshops.
The three finalists received the most votes from a pool of six teams that were initially selected by Euroleague Basketball from a long list of clubs that submitted their application for this season's awards. All of the clubs presented their best marketing strategy of the season to compete for the gold, silver and bronze Devotion Marketing Awards, and were eligible to vote for any other participating EuroLeague or EuroCup club.
Efes's winning entry was built on its implementation of a digital community and the creation of a collective movement in which its fans can better feel themselves to be part of the club.
Zalgiris, which also won the silver Devotion Marketing Award one year ago, was honored this time for its advertising campaign with team sponsor Utenos Alus. Not only did Utenos Alus brew a new beer dedicated to Zalgiris fans, but the two sides collaborated on a clever campaign to deliver the new beer to those fans.
Crvena Zvezda employed a smart digital marketing strategy built around fans that bore fruit in audiovisual campaigns, game-day activities and on social media.