This is the first post in a series exploring the ever-evolving relationship between NBA franchises and their fan bases. As the playoffs take center stage, I’ll be shifting the spotlight to the teams that aren’t in the picture, those teams whose seasons ended early. My focus? How these organizations use public relations to maintain and grow support even after the final buzzer. From strategic storytelling to offseason hype campaigns, I’ll break down how struggling teams keep fans loyal and hopeful year after year.
I chose this topic because of my personal ties to the sport of basketball. I was born a Bulls fan, just missing the era of a fully healthy Derrick Rose. Still, I fell in love with basketball early, playing in YMCA recreational leagues at four and logging hours on NBA 2K12 on my Wii like it was my full-time job. My family moved to Portland, Oregon, when I was 7, and naturally, my allegiance shifted to the local Portland Trail Blazers. I continued to play the sport throughout my childhood and high school, but I was always a fan first. My dad and I would attend four or five games per season, usually up in the nosebleeds, unless we scored special tickets, but I was always just happy to get in the door and root for the team that I loved. Despite the Blazers’ ups and downs, the excitement of each new season never fades.
As a public relations major at the University of Oregon, I’ve become fascinated by how organizations communicate with their publics, especially in the sports world. Whether it’s a heartfelt community initiative, a viral TikTok, or an engaging youth camp, teams constantly look for ways to stay relevant in their cities and beyond.
The relationship between a team and its fanbase is more than just marketing, it’s an emotional infrastructure. When a team performs well, engagement often comes easily. But when a franchise is losing or rebuilding, PR becomes the lifeline that keeps fans connected. These strategies shape how people identify with their city, how they pass fandom down through generations and how they decide to show up again next season. Especially in smaller markets, franchises can be cultural cornerstones. The ability to keep fans emotionally invested during the hard years is what separates lasting sports brands from forgettable ones. This blog is where I plan to merge my background in basketball with my studies in PR; investigating how franchises build fan loyalty, even when they’re not winning.
Be on the lookout for my first post coming soon , a deep dive into those very Trailblazers that have my heart and exploring how they’ve done just the same for so many Portland locals.
Reference:
National Basketball Association. (n.d.). NBA. Portland Trailblazers. Retrieved April 18, 2025, from NBA – Portland Trailblazers
Colin Blackwell 
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