By Johnny Askounis/ info@eurohoops.net
Euroleague Basketball presented the City Takeover presented by Panini series on Tuesday.
Per the press release: “The Born Not Built campaign, launched last season, will experience a natural evolution during the 2026-27 season, transforming the EuroLeague cities into unique environments to celebrate what makes EuroLeague different, distinctive and, above all, authentic.
Throughout the 2026-27 season EuroLeague cities will take center stage, with their streets and communities and local identities becoming the heart of the campaign.
Through a combination of experiential marketing, urban activations and original storytelling, Born Not Built will transform the urban environment into a platform for brand experiences, fan engagement and content creation. Each city will offer a different interpretation of the concept, drawing inspiration from its own cultural codes, traditions, personalities and basketball identity.
Iconic landmarks, public transportation networks, street campaigns, takeovers of local basketball courts and many other activations will convert each city into a EuroLeague living experience, reflecting the authenticity and multiculturalism that make every EuroLeague city unique.
Content to take central stage with ‘City Takeover presented by Panini’ series
From Paris to Istanbul, with stops in Athens, Barcelona, Belgrade and Munich among other cities, a top-level cast of content creators, players and some of each city’s most influential personalities will take center stage through live programs, podcasts and behind-the-scenes content though the revolutionary content series City Takeover presented by Panini.
Bringing together different voices and perspectives, the series will explore each city’s cultural identity and showcase how basketball is an integral part of its DNA.
A 72-hour city takeover featuring fan-favorite content creators SBB, Euro Insiders and Laura Dragunaite will extend the excitement beyond the court. From street-level encounters and local challenges to podcasts, social content and behind-the-scenes stories, each activation will offer a fresh perspective on the city and its connection to basketball.
Born Not Built will make its official debut on November 11, in Paris, coinciding with Paris Basketball hosting Fenerbahce Tarfin Istanbul. Stay tuned for the upcoming dates and discover when this basketball celebration will arrive in your city to join the experience!”
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