Nike Midnight Madness
Midnight Madness (UK) – A non-profit organisation that specialises in bringing together the finest in high-flying, slam-dunking basketball action, urban music and upfront entertainment, through a series of unique events motivated by positive community action and the spirit of summer fun and good times.
Objectives
To increase sustainable, community based grassroots basketball participation, particularly amongst young people from disadvantaged backgrounds.
To engage young people from hard to reach groups and direct them towards accessible sustainable basketball provision.
To strengthen the infrastructure of the recreational basketball network nationwide.
Approach
Limelight Projects was contracted in 2005 and 2006 by Midnight Madness, to manage a series of four ‘all night’ basketball events held in London and Birmingham. Players competed in three heats, with 40 winners progressing to a Final, where the ultimate prize was to be selected to represent Midnight Madness in the United States.
Midnight Madness engaged ballers aged 16 and over with their contemporaries, friends and non playing spectators in a night of sporting competition and urban entertainment. All players from ‘street’ to ‘elite’ were encouraged to participate in the non-stop court action. DJs played, top MCs commentated and spectators could visit interactive gaming zones.
Limelight Project’s key role was day-to-day management of the partnership deal with Nike UK, whilst project managing the delivery of all four events. This included securing appropriate venues, managing event security and producing branding and communication materials.
Outcome
Over the last 2 years, the programme has resulted in a large increase in the number of young people, both starting and continuing to play basketball, particularly those from black and ethnic minority communities, which report they are often unaware of local sporting opportunities, including facilities, programmes and events. In 2006 alone the programme reached over 5,000 people, mostly aged between 16 and 25.
Further details for 2007 posted at http://www.midnight-madness.com soon!
"Limelight Projects enabled us to establish our events as the leading basketball participatory event for our target demographic. Their planning, implementation and superior knowledge in the field of event management has enabled us to over-achieve across all our targets. I look forward to working with them again in 2007."
Nhamo Shire, Director, Midnight Madness Ltd
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'Limelight Projects enabled us to establish our events as the leading basketball participatory event for our target demographic'