NBA Jamfest · Yas Island · Abu Dhabi · 2018
The 3v3 tournament that turned Yas Island into a basketball city.
Client
Flash Entertainment
Practice
Event
Status
Delivered · 2018
The brief
Flash Entertainment hired us to build a participatory basketball activation as part of the NBA Jamfest roadshow on Yas Island. We organised a 3v3 tournament across five divisions, recruited 154 teams, and managed all referee assignments, scheduling and kit distribution. Hakeem Olajuwon was courtside.
The approach
Three layers that made the tournament match the main event.
01
Five-division structure
Boys, girls, men’s, women’s and university divisions running simultaneously. We scheduled across multiple courts so every division had competitive bracket integrity without conflicting with Flash Entertainment’s main programming schedule.
02
154 teams in 30 days
Online registration, payment and team verification all handled through our platform. We opened applications, hit the target in under a month, and seeded brackets by division and competitive level before day one.
03
Production integration with Flash
The 3v3 tournament had to feel like part of the NBA weekend, not a separate activation in a corner. We aligned court branding, MC integration and the slam dunk contest with Flash’s stage schedule so energy moved between venues, not away from them.
Teams registered
0
Competitive divisions
0
Days from launch to sold-out brackets
0
NBA legend on the sideline
0
Testimonial
"Duplays didn't just design AllSports Arena. They taught us how to run it — and then they did, for the first 18 months."
Partner, AllSports Arena
Dubai, United Arab Emirates
