NBA's Pistons start school program to grab fan attention

AUBURN HILLS, MI: The Detroit Pistons have launched a two-month effort to highlight their upcoming National Basketball Association (NBA) season and give back to the community.

AUBURN HILLS, MI: The Detroit Pistons have launched a two-month effort to highlight their upcoming National Basketball Association (NBA) season and give back to the community.

The impetus for "Back to Work" is that the Pistons, two-time and defending Eastern Conference champions, wanted to make sure the team stays front-of-mind for Detroit residents during the sports-rich fall. Detroit also hosts professional football, baseball, and hockey teams, as well as college sports.

The effort involves a community relations component as well. Michigan schools can enter to win a free training camp in which Pistons' coaches, instructors, and former players teach students basketball and educational lessons, said David Wieme, strategic communications director.

"The research has shown that our fan base is getting younger and younger," Wieme said. "We wanted to relate to the kids, and the best way to do that is to get in front of the schools."

The team will reach out to the local media in the areas it holds the camps.

The campaign is called Back to Work because of the team's and the city's blue collar, hard-working mentality, Wieme said.

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