Even when January strikes, great advertising stands tall
January in London is rarely kind. Cold, grey and relentlessly wet, it’s the kind of weather that tests patience, footwear and anything tough enough to brave the elements.
So when the NBA returned to London for the first time since 2019, our lamppost banners had a point to prove. Even as the rain poured down, our banners stood bright and confident on the streets. This was Out-of-Home advertising that refused to be dampened, delivering standout impact exactly when it mattered most.
Read on to discover how this NBA campaign made its mark across the capital.
A Global Game, Back on London Streets
Last Sunday (18th January), the NBA London Game returned to The O2 Arena, placing London firmly at the centre of the global basketball conversation. Played in front of a sell-out crowd of 18,424, the match between Memphis Grizzlies and Orlando Magic delivered star power and entertainment, blending international spectacle with local culture. As one of the world’s biggest sporting events touched down in the capital, the advertising needed to match its scale, taking the NBA from the arena and embedding it across the city’s streets.
Meeting London Where It Moves
To extend the excitement beyond the arena, we worked closely with the Greater London Authority and Westminster City Council to bring the campaign directly to the heart of the city.
Across the West End, 43 lamppost banners transformed some of London’s busiest routes into a striking visual countdown to game night. From Charing Cross Station through Trafalgar Square, up the Haymarket and along Shaftesbury Avenue, the NBA made its presence felt well before the first whistle blew.
Despite January’s challenging conditions, the campaign secured dominant visibility across London’s most high-footfall routes.
Design That Cuts Through the Gloom
London’s winter palette may be subdued, but the NBA’s is anything but. The banners delivered a bold, unified visual identity that felt premium, confident and truly on brand.
Tall, vertical formats worked together across the city, combining official NBA London Game 2026 branding with the league’s iconic red and blue colourway. Key event details were clear and impactful, while subtle geometric patterns inspired by London architecture added a local touch without distracting from the message.
Player-focused designs brought star power to street level. Orlando Magic athletes stood out against deep blue backdrops, while Memphis Grizzlies players were set against lighter tones that gave their dark navy kits added clarity and impact. Even under leaden skies and steady rain, the banners refused to fade into the background.
Built for British Weather, Not Fair-Weather Advertising
Any banner can look good on a sunny day. January in London is the real proving ground.
Photographed on one of the wettest days of the month, the banners didn’t shift or lose their impact. Designed specifically for tough outdoor conditions, they feature triple-stitched finishes inspired by the sailing industry, slow-rolled stainless steel banding that significantly increases strength and a no-eyelet construction that reduces weak points and storm damage. Spring-tensioning systems absorb stress from high winds, while protective damp-proof layers help safeguard the lampposts themselves.
When the Weather Fades, the Message Doesn’t
January threw everything it had at London, but our NBA campaign held its ground, backed by technology designed to perform in any condition.
Even under grey skies, the banners stayed bold. Vibrant colour, striking imagery and rock-solid installations ensured the NBA’s return to London was seen and remembered across the city.
Great Out of Home delivers, no matter the weather.
Are you looking for impactful advertising to help launch your next sporting event? Get in touch with our team today.