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Maciej Kubacki

@mqbacki

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Social Media Executive at @euroleague 📱🏀
They call me Magic.📍 Barcelona

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What questions do you have about working in sports?

This is a behind the scenes look at the social and content team at EuroLeague Final Four in Athens.

Most fans don’t see the content operation required to turn an event like this into a global moment.

EuroLeague’s social and content team is one of the best I’ve worked with, and here’s what it actually takes.

Before the games start, we’re capturing the arena, the city, jerseys, media day.

This content is critical - it sets the stage and builds the tension.

Once the games begin, everything speeds up. Photographers, videographers, social media managers are all working in sync to make sure every angle, reaction, and celebration is covered.

The Greek fans were some of the loudest I’ve ever heard. When Olympiacos won, the entire arena erupted.

But moments like that don’t become cultural moments on their own. It requires a team capturing, packaging, and sharing them with the world in real time.

Over Final Four weekend, EuroLeague published hundreds of pieces of content that generated tens of millions of views.

That’s the power of a content engine.

Tens of thousands of fans watch the game live.

The content amplifies it to millions more.

#EuroLeague #smsports #sportsphotography

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Still can’t believe I shot the Final Four for @euroleague
Ready for the next one

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A crazy EuroLeague playoffs series
@valenciabasket vs @paobcgr shot for @euroleague 🙌

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year 1 — @euroleague 🫆

eight months of work, trips, stress and a lot of terabytes. a season filled with wonderful encounters, enriching exchanges and satisfaction from the work done.

everyday I’m blessed to showcase at this stage and to share it with some of the best creative souls in the continent.

year 1 was insane. thanks if you contributed to it. 🍿

📸 — @edoardo_cuoghi_photographer @ninovisio @fbonard
🤳🏼 — @rromz_ @mqbacki

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used to pray for times like this

chapter1.exe

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Another EuroLeague Final Four in the books. Thank you to @cankeyder and the entire EuroLeague team for trusting and giving me the opportunity to capture these moments 🏀

📸 @edoardo_cuoghi_photographer @_felixsteiner

#euroleague #sportsphotography #smsports

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0405 🇪🇸🇱🇹🇬🇷🇹🇷

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BTS of Euroleague El Clasico Live TikTok was a BLAST 💥 Big Shout OUT to the team.

Let’s do it again! Next STOP: Paris on November 11 #tiktoklive

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one week in abu dhabi

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End of May was a Madness 📌
Sunday ➡️ Sunday ➡️ Sunday 🚮

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📍London

✅ Worked at an unreal event with an amazing team
✅ Went touristing
✅ Travelled to Loughborough and ate Cheerios

Fun week all round 🙌🏼

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