Red Bull hires Brand Rapport Hong Kong to kickstart basketball campaign

Brand Rapport will oversee all media requirements for the campaign, in which hard-core basketball fans over 16 years of age will battle in a series of one-on-one tournaments, culminating in a Hong Kong and Macau qualifier on 1 September. The qualifier will determine who will represent the SAR in the worldwide finals held at the notorious prison island of Alcatraz in San Francisco.

Red Bull's ‘King of the rock’ is the first official sporting event to be held on Alcatraz since the inmates left the island over 50 years ago. Now in its third year, the global one-on-one basketball tournament has expanded to qualifiers in 27 countries.

The announcement comes on the back of Red Bull’s recent Red Bull BC One Cyphers global break-dance campaign. The Hong Kong competition, which was also managed by Brand Rapport following a four-way agency pitch, ended in June.

Ross Collett, Brand Rapport’s head of Asia said, “Red Bull continues to set international standards in brand activation, and 'King of the rock' is a great example of that. We’re delighted to continue the relationship.”

Reported in June last year, Red Bull brought Formula One drivers to Hong Kong's streets for the first time. About 43,000 people came to watch Red Bull Toro Rosso driver Jaime Alguersuari drive his Formula One car down Hong Kong’s Lung Wo Road during the Red Bull Dragon Run.

Hong Kong also held the First Red Bull Flugtag Event in Asia a year ago.

Brand Rapport has offices in Hong Kong, Singapore, London and Manchester, Its clients include Mission Hills Group, Camper and Abu Dhabi Tourism Authority.