Entertainment One and Hasbro, home of the iconic Transformers brand, has partnered with National Basketball League (NBL) team, Melbourne United on a multi-platform campaign tied to the launch of its new Paramount+ and Nickelodeon series Transformers: EarthSpark.
The partnership encourages children to work together to unlock their potential to be extraordinary via digital activities, school events, & game-day activations; and will run throughout the 22/23 basketball season. Transformers: EarthSpark premiered on Nickelodeon on Monday, 28 November at 4.40pm and is now available to stream on Paramount+.
The partnership between Melbourne United and Transformers: EarthSpark aims to build upon the new animated television series, which emphasises the message ‘anything is possible when you work together and celebrate what makes you unique’ and hopes to inspire a generation of children to become More Than Meets The Eye. Basketball is one of Australia’s fastest-growing sports, and so far, this NBL 2023 season has seen record crowd and membership numbers. This collaboration will inspire young people to recognise and believe in their self-worth and be the best.
Melbourne United players Brad Newley and Xavier Rathan-Mayes are ambassadors for the campaign, and both hope to inspire the next generation to become the best they can be on and off the courts.
“I have worked hard in my career as a basketball player and this dedication has allowed me to be where I am today, playing in the NBL. The skills I have developed have enabled me to succeed in Basketball but are also life skills that have helped me thrive off the court as well. It doesn’t matter where you come from; having confidence and believing in yourself can help you unlock your potential to be the best. I’m so proud to be an ambassador for this campaign and to encourage the next generation of athletes to unlock their potential to be extraordinary,” said Rathan-Mayes.
Melbourne United player — Rathan-Mayes
The partnership includes GameTime by Kmart Community sessions in local primary schools and an in-game activation in February 2023. MEDIA RELEASE NOVEMBER 2022
“We’re thrilled to be partnering with NBL Club, Melbourne United and hope we can inspire as many children as possible to unlock their potential to be extraordinary just like the characters in the exciting new Transformers: EarthSpark series. The core of this partnership aims to encourage children to reach for the stars and create their own success enabling families to unite on a common goal. We hope to bring the passion of the Transformers brand to the NBL,” said Jenny Whitlock, SVP Global Brand Management, Action Brands at eOne.
Jenny Whitlock, SVP Global Brand Management, Action Brands at eOne
The all-new animated series introduces a new generation of Transformer robots called Terrans – the first Transformers robots to be born on Earth – and together with the humans who welcome them in and care for them, they’ll redefine what it means to be a family.
The partnership will run until February 2023.
