Bonjour de Paris!
Last summer, while sitting in my cubicle at NBA Headquarters, I found myself scrolling through Instagram during breaks between meetings. That’s when I came across a post by @sportscjc announcing a study abroad program in Paris, offering a unique opportunity to engage with the NBA during the Paris International Games between the Pacers and the Spurs. The program seemed to perfectly combine everything I had been learning all summer and everything I was eager to explore further. One word came to mind: fate.
Preparing
Choosing my project for Paris was easy. I wanted to dive deeper into the partnerships I had grown so passionate about the previous summer, and I was eager to learn more about activations and how they engage fans. Coincidentally, another student, Sydney Townsend, had a nearly identical pitch. We decided to team up and create a pitch deck analyzing both the digital partnership activations we observed online and the success of in-person activations we witnessed during the games.
Practice to Real-Life Experience
The heart of this project was to understand how the international market differs from the American market, and how those differences shape the decisions we make. It’s one thing to learn about different audiences in theory, but it’s another to interact with them firsthand and truly understand who they are and what they look for. With that in mind, I wasn’t fully prepared for just how different the atmosphere would be compared to an American-based sporting event.
One of the most unforgettable moments was seeing Victor (Wemby) Wembanyama introduced for the first time at Accor Arena as an NBA athlete and witnessing his interactions with his fans. The stadium was silent for the majority of the game. I couldn’t believe it; I had never experienced such a quiet arena when fans were so engaged in the game. The only exception: Wemby. Anytime he made a move – whether it was dunking, running or even just breathing, the French fans erupted with excitement!
Video of Victor Wembanyama first introduction at Accor Arena as an NBA athlete.
Even though the Pacers were technically the home team in the first game, you would never have guessed it. The atmosphere felt just like a home game for the San Antonio Spurs. This made me realize just how passionate and proud the French audience is when it comes to supporting their own. They are dedicated fans who show up and make their presence known – just in a more respectful manner compared to American fans, in my opinion.
Learning to Be Resourceful
Throughout this project, I gained valuable insights into partnerships, activations, fan engagement, international sports and much more. These concepts and experiences will undoubtedly help me as I continue pursuing a career in sports partnerships and design. However, the most valuable lesson I learned from this experience was just how resourceful I can be.
It wasn’t a secret that I faced several technological issues during the trip. As a graphic designer without a functioning laptop display, I found myself in a tricky situation. This would be difficult under any circumstances, but it was especially challenging with a tight deadline and in a foreign country where I didn’t speak the language. Yet, despite the challenges, I made it work. From using projectors and library monitors to borrowing friends’ laptops and even creating a makeshift workstation with my iPad and a Bluetooth keyboard I ordered on the plane, I was determined to finish my project on time and to the best of my abilities. The lesson? If I’m determined, I will find a way to get it done.
Oh, the Paris Metro.
Surprisingly, I learned some of my most valuable lessons about overcoming obstacles, managing cultural differences and staying composed in stressful situations on the Paris metro. On the night of the first NBA game, I sat on the metro while looking at my tickets and realized they were screenshots, meaning that I couldn’t use them. I panicked, cried and accepted defeat, but my friends and family reassured me that we would figure it out. We split up responsibilities: I contacted the arena to check their rules and see if anything could be done, my mom called StubHub’s customer service and Victoria searched for new tickets we could buy if needed. Thankfully, the kind agent at StubHub reached out to the seller and managed to get us the original tickets. This experience taught me the importance of trusting that things will work out, staying optimistic in stressful situations and keeping calm while solving problems under pressure.
On the topic of cultural differences, I’m not sure if this was unique to France or simply a reflection of city life, but one thing stood out on the Paris metro was respect. I learned that when the metro is full, people don’t sit in the seats near the middle so that there’s more space for those standing. Instead, they wait on the sides, allowing everyone to board first before trying to get on themselves. While this may sound like common courtesy, after spending a summer in New York City, I can tell you it’s not always the case. These small details taught me a lot about how Parisians interact and treat each other.
All in all, I gained so much from my week in Paris, not just about French history, culture, and sports, but also about a city I had long dreamed of loving and that I am able to achieve whatever I put my mind to.
Category: NBA in Paris
Tagged: NBA in Paris Paris Sports@CJC Study Abroad
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