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Warriors Gaming Squad: A Marketing Slam Dunk or a Long Shot?
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In April 2018, Hunter Leigh, the recently appointed head of esports for the Golden State Warriors (GSW), was in charge of developing a marketing communications strategy for the first season of the Warriors Gaming Squad, the first NBA 2K esports team to be geo-located and directly affiliated with the championship-winning GSW National Basketball Association team. The season was kicking off within a few weeks, and Leigh knew that his players and brand needed to perform for fans, not only on the virtual court, but also in the digital and physical market. He needed to quickly make choices about objectives, audiences, messaging, and media in order to successfully develop a large, loyal fan base.