NEW YORK (FNN SPORTS) — The Orlando Magic have been named the recipient of the NBA Team International Strategy Award for the second consecutive year, recognizing the organization’s innovative global marketing efforts as part of the NBA’s 2025-26 Team Partnership and Ticket Sales & Service Awards.

The award honors NBA teams that develop data-driven international marketing strategies that strengthen brand recognition, create meaningful partnerships and expand fan engagement outside the United States.

Germany Strategy Drives Award-Winning Campaign

Building on last year’s success, the Magic expanded their presence in Germany through a year-long strategy surrounding The NBA Berlin Game 2026.

Rather than focusing solely on the international exhibition, Orlando created a comprehensive campaign that included:

• A summer promotional tour across Germany
• Magic Kiez, an immersive fan experience hub
• Youth basketball clinics
• Business networking summits
• Community watch parties
• Interactive fan activations
• Corporate partnership events

The organization said the strategy helped establish a sustained presence before, during and after the Berlin game while strengthening relationships with German basketball fans and business leaders.

New International Partnerships

The campaign also expanded the Magic’s International Team Marketing Program (ITMP) through collaborations with several new international and global partners, including:

• AIDA Cruises
• Domino’s
• Kellogg’s
• Telekom
• ThreatLocker
• Visit Orlando

The partnerships supported both fan engagement initiatives and business development opportunities throughout Germany.

NBA Recognizes Innovation Across the League

The NBA’s annual Team Partnership and Ticket Sales & Service Awards celebrate organizations that demonstrate excellence in fan engagement, sponsorship activation, innovation, community impact and ticket sales.

This year’s major award winners included:

The Houston Rockets and New Orleans Pelicans also received recognition through the NBA’s AI Studio program for innovative applications of artificial intelligence to improve fan experiences.

NBA Executive Applauds Team Innovation

Jonathan Tillman, the NBA’s Executive Vice President and Head of Team Marketing and Business Operations, praised the league’s clubs for continuing to innovate.

“The innovation, creativity and strategic thinking NBA teams demonstrate every day continue to raise the bar for the sports industry while creating deeper connections with fans in their communities and around the world,” Tillman said.

He added that NBA teams are finding new ways to grow their businesses through strategic partnerships, artificial intelligence, ticket sales innovations and community engagement.

Selection Process

All 30 NBA franchises were invited to submit entries for the Team Partnership and Ticket Sales & Service Awards.

Winners were selected by a committee of NBA league and team executives based on creativity, measurable business results and overall impact.

For the second consecutive season, the Orlando Magic’s international strategy stood out among the league’s entries, highlighting the franchise’s continued commitment to expanding its global brand while strengthening relationships with fans and partners overseas.

Award Highlights

• Orlando Magic won the NBA Team International Strategy Award for the second straight year.
• The award recognized the franchise’s comprehensive marketing strategy surrounding The NBA Berlin Game 2026.
• The campaign featured fan engagement, youth clinics, business summits and year-round activations across Germany.
• New international partners included AIDA Cruises, Domino’s, Kellogg’s, Telekom, ThreatLocker and Visit Orlando.
• All 30 NBA teams were eligible, with winners selected by NBA and team executives.

ORLANDO, Fla. (FNN NEWS) — The Dr. Phillips Center for the Performing Arts generated $227.6 million in annual economic impact, supporting 2,483 jobs and producing $13.2 million in state and local tax revenue, according to a newly released independent study by Tourism Economics.

The analysis, conducted by Tourism Economics, an Oxford Economics company specializing in economic impact and tourism research, measured the direct, indirect and induced economic activity generated by the arts center’s operations, performances, visitors and related spending throughout Central Florida.

The findings underscore the Dr. Phillips Center’s role as both a premier performing arts destination and a major contributor to the region’s economy.

“For more than a decade, we’ve seen firsthand how the arts inspire people, bring communities together and create lasting value,” said Kathy Ramsberger, president and CEO of Dr. Phillips Center for the Performing Arts. “This study confirms that our impact reaches far beyond our stages—supporting thousands of jobs, driving business growth, attracting visitors from around the world and helping position Central Florida as a more vibrant, competitive and connected region.”

Economic Impact by the Numbers

According to the Tourism Economics report, the Dr. Phillips Center generated:

• $227.6 million in annual economic output
• 2,483 jobs supported across Central Florida
• $70.8 million in total labor income in Orange County
• $13.2 million in state and local tax revenue
• $73.1 million in off-site spending by event attendees, performers and production crews
• 61,600 hotel room nights generated annually

The study highlights the ripple effect created by visitors attending performances, benefiting nearby hotels, restaurants, retailers and other local businesses.

A Global Destination for Arts and Entertainment

Now in its 11th year, the Dr. Phillips Center welcomes more than 910,000 guests annually, attracting visitors from all 50 states and more than 80 countries.

Since opening in 2014, the venue has hosted:

• More than 6.2 million guests
• More than 6,200 performances and events
• Programming presented 99% of the year
• Venue occupancy rates ranging from 82% to 97%

The center has become one of the world’s busiest performing arts destinations while helping position downtown Orlando as a leading hub for arts, culture and entertainment.

Community Investment Beyond the Stage

In addition to its economic impact, the Dr. Phillips Center continues investing in arts education, community outreach and cultural programming throughout Central Florida.

According to the organization, it has:

• Served 935,920 students and community participants
• Supported and hosted 202 regional arts organizations
• Received support from 24,085 donors
• Benefited from $256 million in philanthropic contributions since its inception

Through partnerships with schools, nonprofit organizations, community groups and touring productions, the center continues to expand access to the performing arts while strengthening the region’s cultural and economic vitality.

Looking Ahead

Eleven years after opening, the Dr. Phillips Center continues to demonstrate that investment in arts and culture produces measurable returns through tourism, employment, education and community engagement.

As Central Florida continues to grow, the independent analysis reinforces the performing arts center’s importance as both a cultural landmark and an economic engine for the region.

Additional information about the economic impact study is available through the Dr. Phillips Center for the Performing Arts.