The Sacramento Kings Victory Beam

The Sacramento Kings Victory Beam has showcased excellence as an innovative idea building on the most important concepts of sports fandom including competition and the pursuit of victory and has become the very essence of the connection between players, fans, and traditions.

Players have embraced the beam, with a player activating it after every home game, calling for it to be lit as they walk off the court and interacting with the beam via social media. The beam has become an international phenomenon and a symbol of on-court success, with the squad nicknamed the "Beam Team."

The beam magnifies the team's performance and celebrates the importance of every win in a spectacle fashion. Fans congregate outside the arena to celebrate and take photos with the glow of the beam, chanting "Light. The. Beam." during the game and following a win. In addition, the beam was added to Google Maps by fans as a "Place of Worship."

It is a pillar of fan engagement and community building, uniting Sacramento and the global fan base. It serves as a beacon of hope for all of us and the magic that is growing in Sacramento, a city that has been built on basketball.

Objective

The Sacramento Kings are committed to providing the best fan experience in sports. Since purchasing the team in 2013 Owner and Chairman Vivek Ranadivé has encouraged his colleagues to create unique experiences that develop lasting memories for fans of the team.

Vivek envisions the team’s home arena, Golden 1 Center, as a communal fireplace that brings one of the country’s most diverse communities and rabid fanbases together regularly to cheer on the Kings, celebrate with music, and create shared experiences.

Inspired by that vision, the Kings ideated new experiences and traditions that could be created to unite fans, connect with the team and drive engagement. With these goals in mind, the “Kings Victory Beam” was born.

Strategy & Execution

The Sacramento Kings believe it is their responsibility to use the power of sports to build community and this season recognized the opportunity to create a new tradition for the community.

Following each victory, the team illuminates the Sacramento skyline from the roof of Golden 1 Center with a powerful set of purple lasers that make up the Kings Victory Beam. The beam continues miles into space much further than the eye can see.

Since debuting on September 16 (“916 Day” – a tribute to the region’s area code), the beam has become a one-of-a-kind celebration in the NBA, a cultural phenomenon in sports and entertainment and has grown the community of fans in Sacramento and around the world.

It serves as a beacon of hope for loyal Kings fans as they look to end the team’s playoff drought. Chants of “Light. The. Beam.” are heard at games both in Sacramento and in opposing arenas. Kings players activate the beam and fans congregate to take photos with it. Media have embraced the excitement to help extend the beam around the world.

The Kings Victory Beam is a pillar of fan engagement and community building, uniting Sacramento and the global fanbase.