Harlem Globetrotters Partner with M+C Saatchi to Refresh Brand for 100th Anniversary

May. 13, 2025

The most iconic basketball showmen on earth, the Harlem Globetrotters, are partnering with full-service creative communications agency M+C Saatchi Group North America to reinvigorate the influential brand ahead of the team’s 100th anniversary—connecting with longtime fans while engaging a new generation.

Keith Dawkins, President, Harlem Globetrotters & Herschend Entertainment Studios said:
 

“We connected with how M+C Saatchi tapped into our rich 100 years of history and their deep understanding of what the Harlem Globetrotters have come to mean to our fans across the globe, as we prepare to celebrate our centennial, we look forward to our partnership with M+C Saatchi in re-telling our story to loyal fans and the next generation to come.” 

 

Nadja Bellan-White, M+C Saatchi North America CEO said:

“We are the experts at understanding a brand’s special place in culture, and know how to use their powerful heritage to connect with today’s audiences, helping the Harlem Globetrotters reclaim their cultural power is at the core of why clients are turning to M+C Saatchi.”
 

 

M+C Saatchi Sport + Entertainment’s recently announced EVP Val Middleton, who formerly led Athlete Partnerships and Digital Marketing for Stephen Curry’s enterprise and Curry Brand for Under Armour, said:

 “This iconic brand is no stranger to identity shifts, from being the best professional team globally (pre- NBA integration), to reimagining showmanship as entertainment, the Globetrotters have never been off-duty. Now on the cusp of 100 years of legacy, we have the privilege of helping them future-proof for the next 100 by tapping into the collective emotion of those who got to experience the magic and reviving relevance with fans that fell through the cracks. Globetrotters are the original human highlight reel and deserve their flowers in culture.”

 

As part of the long-term strategy, M+C Saatchi Group North America will develop a creative vision that celebrates the Harlem Globetrotters’ legacy while positioning the brand for the future. The rollout begins this year with a signature campaign designed to amplify the Globetrotters’ story, expand their global reach, and build excitement for the team’s centennial in 2026.