Washington Wizards: French Heritage Night

ABOUT THIS ENTRY

The Washington Wizards celebrated French Heritage Night as part of their annual Heritage Night Series on February 10th, 2025. This game night was packed with unique in-game expereinces and new, niche activations to celebrate DC's local French community.

How does this represent "Excellence in Engagement"?

French Heritage Night set a new benchmark in global fan engagement by proving that heritage nights can be more than just themed events—they can be cultural touchpoints that drive international fandom.

• Global-first execution: By curating a night that resonated both locally and internationally, the Wizards demonstrated how NBA teams can engage fans worldwide.
• Innovative content strategy: The dedicated French-language social media campaign and behind-the-scenes storytelling ensured engagement extended far beyond game night.
• Community & influencer alignment: The event leveraged authentic French voices—from AT Frenchies to Barjot Dunkers—creating an experience that felt true to the culture.
• Revenue & fan experience synergy: The combination of exclusive giveaways, merchandise, and game-day activations showed how cultural storytelling can also be a revenue driver.

By celebrating heritage with authenticity and innovation, this campaign moves the Washington Wizards organization forward, empowering our team to think beyond traditional game promotions and toward global, immersive fan experiences.

Objective

The Washington Wizards' French Heritage Night was designed to celebrate the team’s two French players, Alex Sarr and Bilal Coulibaly, while engaging with the local and global French communities. As a franchise that embraces the diverse heritages of its city, the Wizards aimed to create an immersive, authentic experience that resonated both locally and internationally. The event sought to:

• Honor French culture through game-day activations, themed giveaways, and content.
• Strengthen engagement with French-speaking fans, particularly through the Wizards’ dedicated French social media account.
• Drive revenue and attendance by offering exclusive merchandise, prizing, and unique in-game experiences.
• Expand global reach, leveraging international influencers like AT Frenchies (1.5M followers) and featuring the Barjot Dunkers, a premier French dunk team.

The ultimate goal was to create a holistic experience that not only celebrated the Wizards’ French connection but also showcased how a single night could drive fan excitement, cultural pride, and commercial success.

Strategy & Execution

With modern sports fans craving authentic experiences, the Wizards built French Heritage Night around cultural storytelling, interactive engagement, and social-first content.

• Multi-Platform Content Strategy: Leading up to the event, the Wizards’ French social media account posted exclusive content, including mic’d up French Edition with Bilal Coulibaly, behind-the-scenes footage, and player-fan interactions.
• Immersive Game Night Experience: Fans were greeted with French-themed giveaways, such as a Coulibaly & Sarr double bobblehead (first 10K fans) and a French-inspired bucket hat as a Gift With Purchase.
• Global Influencer & Partner Integration: AT Frenchies traveled from France, engaging their 1.5M followers, while the French American Chamber of Commerce promoted the event locally.
• Revenue-Driven Activations: A meet & greet with Alex Sarr and Bilal Coulibaly was tied to group sales, and French-themed Les Sorciers t-shirts sold out.

By blending digital engagement with in-person activations, the event was designed to make both local and international fans feel a part of the celebration.

Organizations

• Washington Wizards

Featured

• Bilal Coulibaly (Washignton Wizards Player)
• Alex Sarr (Washignton Wizards Player)
• AT Frenchies (Influencer Attendees)
• Barjot Dunjkers (Halftime Performers)

Credits

Hunter Lochmann
Chief Marketing Officer
Monumental Sports & Entertainment

Rebecca Winn
Senior Vice President, Marketing
Washington Wizards

Matt Cone
Producer
Washington Wizards

Yannick Skerritt
Segment Producer, Productions
Washington Wizards

Paul Turner
Vice President, Productions
Washington Wizards

Blaire Houston
Senior Manager, Marketing
Washington Wizards

Talor Milner
Director, Game Presentation
Washington Wizards

Emily Miller
Senior Director, Marketing
Washington Wizards

Madison Fuller
Marketing Associate
Washington Wizards

Amanda Zimmer
Senior Production Manager
Monumental Sports Network

Robert Minnitte
Director, Group Ticket Sales
Washington Wizards

Joe Proszek
Senior Manager, Branded Content
Washington Wizards

Mike Coleman
Director, Social
Washington Wizards