NBA HOUSE 2026 澳门

NBA HOUSE 澳门 2026 落地澳门威尼斯人金光会展 A、B 馆，展期为 10 月 7 日至 11 日，是 2026 NBA 中国赛的配套球迷嘉年华，由金沙中国作为官方承办方，联合淘宝 88VIP 作为呈现合作伙伴，阿里云、蚂蚁集团、耐克、天梭、佳得乐、蒙牛、泸州老窖、NBA ATELIER 等近 30 家品牌联合参展，打造集篮球互动、潮流零售、餐饮娱乐、演艺派对于一体的沉浸式篮球体验空间。

NBA HOUSE 作为 NBA 全球巡回球迷体验 IP，早已在多国落地，本次澳门版本在原有基础上扩容升级，是国际顶级体育 IP 结合澳门文旅定位，发展体育旅游的重点项目，将赛场热度延伸至赛事之外，打破体育赛事单一观赛的局限。

从空间、造型与制作层面解读，整体会展空间划分多主题叙事区块，包含两大参赛球队独行侠与火箭主题展区、冠军奖杯打卡区、数字化互动球场、商品市集以及餐饮演艺区。空间视觉以 NBA 经典红、蓝为主色调，大量使用巨型篮球装置、球员巨幅影像、LED 大屏与 360° 数字交互设备，复刻 NBA 赛场热烈氛围；模块化展台、动态影像装置、AR 互动系统组合搭建，兼顾大型人流承载能力与数字化交互体验，空间动线串联竞技体验、品牌展示、零售消费、休闲餐饮四大板块，让访客在漫游中逐步感受篮球文化。

澳门通

活动周期内内容丰富，访客可参与投篮、扣篮等数字化篮球挑战，与 NBA 传奇球星现场面对面交流，观看亚洲艺人舞台表演；泸州老窖、NBA ATELIER 等合作品牌设立专属展位，展示联名产品与品牌内容，Merchandise Village 商品区发售球队周边、澳门限定潮流服饰，餐饮区融合德州风味与澳门本地美食。现场活动内容与传播营销深度绑定，极具冲击力的赛场装置、球星到场、限定联名产品自带社交传播属性，球迷、体育博主打卡产出大量 UGC 图文短视频，线上话题持续发酵，吸引跨地域球迷奔赴澳门，为正赛引流。线下沉浸式体验加深大众对 NBA 文化与合作品牌的认知，线上内容持续扩散，形成完整营销闭环。该项目证明国际体育 IP 可以依托会展空间打造复合型嘉年华，实现赛事、品牌商业推广与城市文旅发展共赢，为大型体育赛事配套体验项目提供优秀范本。

NBA ATELIER

蚂蚁集团 Ants Group

NBA HOUSE Macao 2026 is held in Hall A and B, Cotai Expo, The Venetian Macao from October 7 to 11. Serving as the supporting fan carnival for NBA China Games 2026, the event is officially promoted by Sands China, presented by Taobao 88VIP, and co-exhibited by nearly 30 partners including Alibaba Cloud, Ant Group, Nike, Tissot, Gatorade, Mengniu, Luzhou Laojiao and NBA ATELIER.

It builds an immersive basketball carnival integrating interactive sports, fashion retail, catering and live performance. As a global fan experience IP owned by NBA, NBA HOUSE has been launched across many countries. This Macao edition is greatly expanded, acting as a landmark project for world-class sports IP to develop sports tourism in Macao.

It extends the excitement beyond formal matches and breaks the simple spectator-only mode of sports events. Analyzed from space, styling and fabrication perspectives, the exhibition hall is divided into multiple themed zones, featuring dedicated booths for Dallas Mavericks and Houston Rockets, championship trophy photo zone, digital interactive courts, merchandise village and food & performance area. The visual identity adopts classic NBA red and blue. Giant basketball installations, large-scale player portraits, LED screens and 360° digital interactive equipment recreate the energetic atmosphere of NBA arenas. Constructed by modular booths, dynamic video installations and AR systems, the venue can accommodate large visitor flow while delivering digital interaction. The circulation route connects sports challenges, brand showcases, retail and catering, enabling visitors to explore basketball culture during roaming. Rich activities are arranged throughout the event.

周大福 CHOW TAI FOOK

Visitors can join digital basketball challenges such as three-point and dunk simulation, meet NBA legends in person and enjoy live shows of Asian artists. Partners including Luzhou Laojiao and NBA ATELIER set up exclusive booths to display co-branded products. Merchandise Village offers team souvenirs and Macao-exclusive apparel, while the food zone combines Texan flavors and local Macao cuisine. On-site activities are closely linked with marketing communication. Spectacular arena-style installations, celebrity appearances and limited-edition co-branded goods have strong social sharing potential. Fans and sports creators generate massive UGC photos and short videos, triggering viral online topics and attracting cross-region audiences to Macao and driving ticket sales for the main preseason games. Immersive offline experience strengthens public recognition of NBA culture and partner brands, while online content spreads continuously and forms a complete marketing loop. This project demonstrates how international sports IP can build composite carnivals in exhibition venues to achieve win-win outcomes for sports events, brand commercial promotion and urban cultural tourism, offering a valuable reference for large-scale supporting experience projects of sports competitions.

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