+44%
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+27%
+55%
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Executing Partnership Strategy Across NBA & WNBA
AT&T
Engaging a Global Fanbase
Hennessy
Cultivating Partnership Success and Evolution
Kia
Leveraging Marquee Event Ownership to Drive Awareness
Starry
Supporting HBCUs
Expanding Purchase Incentives for Card Members
American Express
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Canada Goose
Showcasing Endorser Relationships
CarMax
For the 2022-23 season, NBA partners’ brand health among NBA fans, compared to the general population, experienced lifts in ...
Source: YouGov Brand Index 2021-2023
Generating Awareness and Fan Call-to-Action
DoorDash
FanDuel
Creating Greater Opportunity for Black Youth
Google Pixel | Community
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Fast Break for Small Businesses
LegalZoom
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Michelob ULTRA
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2K
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NBA ID Member Days
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SKIMS
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Sorare
Assisting in Neighborhoods Nationwide
State Farm
NBA Member ID Days
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Google Pixel | Media
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Culture
The NBA and WNBA played a key role in the launch of PepsiCo's new lemon-lime soft drink, Starry, by driving trial and awareness at scale among its “irreverent optimist” target: young, positive, and purpose-driven consumers.
Gen Z NBA Fans
View the Impact
Partner Story
01.
Activations
02.
Partnership Impact
03.
LIFT
Favorability
Familiarity
NBA Partnership Health Tracker 2023 (Baseline to Post-Finals Wave)
HENNESSY
KIA
MTN DEW
MICHELOB ULTRA
RUFFLES
Best Practices
COMMUNITY IMPACT
MEDIA INTEGRATIONS
RETAIL & PROMOTION
+35%
“Starry is a brand that is relevant for someone like me”
Starry saw significant growth and brand support from NBA fans from February launch through the end of the 2023 season.
All NBA Fans
“The NBA possesses the scale to drive awareness of Starry that was necessary because … in year one, it’s an awareness and trial game. The NBA was really a huge, galvanizing force in helping us build the initial awareness that we were trying to drive.”
Michael Smith Head of Brand Marketing, Starry
Driving Awareness Through Event Ownership
increase in views YoY for 3PT of the Month Voting Posts
views across NBA socials and app (2x campaign expectations)
Expanding #Starry3PT Platform with Year-Round Media Amplification
During the NBA playoffs, Starry debuted a commercial and short film called “3>2: A Starry Story,” a fantastical history of the three-point shot as told by Starry’s characters Lem and Lime.
Original Storytelling With A National Campaign
Community impact was an additional Starry objective during launch.
Purpose-Driven
Starry boosted excitement around its launch as the title partner of the NBA and WNBA 3-Point Contests. The brand extended its off-the-court presence throughout each weekend with product sampling and fan engagement.
Driving Awareness at Marquee, Culturally Relevant Tentpoles
'Shoot Your Shot' competitions at NBA and WNBA All-Star Weekends encouraged fans to go head-to-head in a three-point contest. Winners received cash prizes totaling up to $33,333 per day. The brand also hosted daily appearances by NBA and WNBA stars.
The brand made an immediate splash at NBA All-Star Weekend and built on its debut throughout the year with culturally driven fan engagement, media amplification, and original storytelling.
The brand pledged to donate $300,000 to the NBA Foundation for any player that topped 30 points during the Starry NBA 3-Point Content. Tyrese Haliburton of the Indiana Pacers secured the donation by scoring 31 points in the first round.
15M+
60%
NBA media channels amplified the brand’s ownership of the 3-point shot platform through branded monthly voting posts, fan giveaways and promotions.
NBA & WNBA All-Star Fan Engagement
Watch Here
+23%
“I have a favorable opinion of Starry"
+28%
“I am likely to consider Starry"
+18%
“I am likely to purchase Starry the next time I am in market for a soft drink"
+10%
“I am likely to recommend Starry to friends and family”
increase in Starry ‘Buzz’ among NBA Fans the week following NBA All-Star Weekend
+3.
increase in Starry ‘Buzz’ among WNBA Fans the week following WNBA All-Star Weekend
+36%
Sources: YouGov BrandIndex 1/1/2023-3/26/2023 & 6/4/2023-8/20/2023
total cans sampled at NBA and WNBA All-Star Weekends
20K
+30%
+43%
+60%
+45%
D2C
Reatil
pARTNERSHIP Impact
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Purpose- Driven Impact
The brand pledged to donate $300,000
1x
As the NBA’s first global spirits partner, Hennessy leveraged the popularity and cultural relevance of the league to build awareness, excitement, and brand love with fans across the world.
1 of 4
Starry appeared as the title partner of the NBA and WNBA 3-Point Contests and facilitated excitement around its product launch through contest innovations like the “Starry Range” deep shots. The brand extended its presence off the court throughout each weekend, driving awareness through product sampling and fan engagement at NBA Crossover and WNBA Live.
MTN Dew hosted a three-day block party, in collaboration with Ruffles as part of PepsiCo's Power of One unification strategy. The event celebrated the individuality of fans and the diversity of basketball culture, including a live programmed show, player appearances, musical performances, and merchandise drops and giveaways.
MTN Dew continued to build equity in its season-long ownership platform by conducting a 3-point-themed sponsorship with FanDuel for the past two years. The brand seeked to increase awareness and favorability with FanDuel’s highly-engaged audience by gamifying MTN Dew’s thematic with 3-point-related contests, bonuses, and boosts during the unofficial NBA 3-point holiday (March 3).
MTN Dew Super Trey Day
Activation Impact
as likely to identify MTN Dew as NBA sponsor than in 2021
2X
would like to see more promotions from MTN Dew like this in the future
64%
agreed that these contests make watching games more exciting
83%
number of participants compared to 2021
3X
NBA owned and operated media channels highlighted the best 3-point performances throughout the season via branded social media fan polls, a custom NBA 3-Point Contest content series, fan sweepstakes and promotions, and integrations within NBA 2K22.
#MtnDew3PT Across NBA Media
Views
41M
Actions
5M
MTN Dew energized players and fans during the MTN Dew 3-Point Contest with every shot made from the DEW ZONE, the deepest and most valuable shot locations, triggering a monetary donation to RISE.
2 of 4
The brand built out two activations, DEW ZONE Court and Dew Style Lounge, where players went head-to-head in trivia and basketball-related games. Fans enjoyed autograph signings, photo ops, and the chance to win custom merchandise while looking at A’ja Wilson’s personal fashion collection.
VIEW MORE HERE
MTN Dew leveraged the heightened attention of NBA All-Star and its association with big moments on the NBA calendar to further drive social impact initiatives.
Social Impact at Tentpole Events
Two HBCU students, who received MTN Dew All-Star Scholarships, were invited to attend the 3-point contest, where they were also recognized during the event for their excellence in the classroom.
3 of 4
4X
the average number of votes for @NBA branded Instagram Story polls
4 of 4
Sources: (1) Dynata Brand Study Results (2) Post-Contest Participant Survey
WNBA Live at WNBA All-Star
The Block at NBA All-Star
Source: NBA Media
across NBA social media channels
Limited Edition Product & Retail
Hennessy created high-end activations and pop-up events to celebrate the intersection between basketball and the passion points of art, music, and fashion. These experiences increased the brand’s top-of-mind awareness, reinforced its culturally relevant identity, and amplified its partnership with the NBA.
Premium Events & Experiences
Inspired by an unwavering commitment to driving culture, Hennessy and the NBA supported communities worldwide by refurbishing abandoned basketball courts. Promoting the true spirit of community, local artists were commissioned to design basketball courts that would be repainted, refurbished, and maintained for years to come.
In the Paint
Hennessy built full-size NBA x Hennessy branded basketball courts at iconic locations around the world. The global events were programmed with local influencers and celebrities, fan contests, and fun-filled parties.
Courts Beyond Limits
• 2.89M fans engaged • 205M+ fans reached via social media promotion
Bondi Beach Icebergs, AUSTRALIA
Success has been driven by high-profile consumer activations (to maximize reach), NBA branding at retail (to drive brand consideration), and social responsibility initiatives (to support core values and engage fans in meaningful ways).
Hennessy leveraged the value of NBA marks for limited, NBA-themed product variations released in select markets. Branded basketball pop-ups transformed traditional retail locations into unique consumer experiences.
Laurent Boillot CEO, Hennessy
“What is great about the NBA is its culture. We partnered with the NBA because it is not just any sport association… Although it is a sports game, there’s street art, there’s music and there’s fashion. That’s the kind of game we want to enter. That’s the kind of culture we want to join.”
IMPACT:
TAIWAN
• Campaign won an award at 2022 The Drum Experience Awards • 500+ social posts delivering a combined audience reach of 137M
London’s River Thames
ROTTERDAM
Hong Kong
Sydney HARBOUR
Hennessy Arena at NBA All-Star 2023
attendees in 12 hours
1,600K+
Hennessy brought “Court to Culture” to life by hosting Hennessy Arena, an immersive and disruptive experience focused on the intersections of basketball and culture.
Game Never Stops Pop-Up Event (Malaysia)
Two-week activation in Kuala Lumpur featured an array of basketball culture including on-court challenges, curated NBA cocktails, product giveaways, and local musical artist performances.
Game Never Stops Party at XYLO (Philippines)
social postings (+178% vs KPI)
Hennessy activated at the top nightclub in Manila with a jaw dropping basketball court installation in the middle of the dance floor, photo opportunities and liquid to lips opportunities.
646
attendees (+129% vs KPI)
684
Los Angeles International Airport
SOCIAL PROMOTION
Istanbul AIRPORT
DUBAI
Limited Edition bottles
HENNESSY PARADIS x LORENZ BAUMER NBA 75th bottle
Building off excitement of NBA events globally, Hennessy created high-end activations to celebrate the intersection between basketball and the passion points of art, music, and fashion. These experiences increased the brand’s top-of-mind awareness, reinforced its culturally relevant identity, and amplified its partnership with the NBA.
Hennessy brought “Court to Culture” to life by hosting Hennessy Arena, an immersive and disruptive experience focusing on the intersections of basketball and culture.
2023 NBA Finals x Hennessy Watch Party
• Influencer campaign generated 26.8M total impressions and 3.5M total reach • Estimated $505K+ media value with nearly 2K global editorial mentions
NBA Nigeria hosted a watch party in partnership with Hennessy for the Game 4 of the 2023 NBA Finals.
Hennessy Game Never Stops Party at XYLO
social postings (178% vs KPI)
total attendees (129% vs KPI)
NBA Tentpole Premium Experiences
Sentiments toward Hennessy among U.S. NBA fans have increased significantly since 2019:
Global Source: GlobalWebIndex August 2023 U.S. Source: NBA Partnership Health Tracker (2023 NBA Finals Wave)
campaign impressions (+166% vs KPI)
15M
estimated media value (+26% vs KPI)
$1.26M
Global NBA Fans Since 2020, NBA fans have maintained at least a 48% increase in Hennessy consumption vs non-NBA fans.
U.S. NBA Fans 2 in 3 NBA fans agree “Hennessy is culturally relevant” due to the NBA x Hennessy partnership.
+13%
+20%
• Restored 17 courts since 2021
Shanghai
Restored 17 courts since 2021
Kia formed a partnership with the NBA in 2008 to increase brand awareness and change perception in the U.S. market.
The relationship is a testament to how a partnership can strengthen and evolve over time; in this instance, due to it being anchored by an authentic, high-quality performance platform.
Russell Wager VP, Marketing, Kia America
“Over the last three decades both Kia and the NBA have grown in stature and relevance and the significant growth enjoyed by both brands is due, in part, to our long-standing partnership.”
Initial foundation was Presenting Partner of NBA Performance Awards
Partnership Launch
First-ever NBA All-Star Game jersey patch placement (2016) and Presenting Partner of the game (2017)
Season-long campaign around top performances across NBA media elevated overall brand equity
Added the Kia All-Star MVP Award in 2011, and in 2012, the Kia Rookie of the Year Award, plus Kia branding on Performance Award trophies
Introduced Kia MVP Fan Vote to connect the brand with ultimate on-court performance
Custom social campaign asking fans to predict player performances
Foundational Presenting Partner of Turner broadcast
Further aligned with top performance moments through pole pad placement and virtual signage
Extended Kia Performance Awards platform to the WNBA and G League
Engaged fans at NBA and WNBA All-Star events while showcasing its high-performing vehicles like the Kia Telluride and the Kia EV6
Showcased Kia vehicles with on-site activations at NBA All-Star and compelling NBA Draft content
Hyundai
Nissan
Honda
Toyota
Ford
Chevrolet
The number of NBA fans who are owners of a Kia increased significantly more than competitors during the first renewal term of the partnership
Impact
2009
Awards
partnership
launch
20%
Increased fan voting participation by
since first year
Enaging Fans
Awards evolution
between 2014 and 2021
Fan engagement on #KiaTopPlays social posts grew
ten-fold
Media Amplfication
MEDIA Amplfication
fans with 75M actions SINCE CAMPAIGN LAUNCH
Reached
443M
ALL-STAR Performances
Kia Who
ya got
NBA AWARDS SHOW
NBA PLAYOFFS ON-COURT BRANDING
Skills
presenting Partner
Challenge
Performance Awards
sHOWCASE
VEHICLE
Kia surged to the
in sports over the past year, powered by a strengthened NBA partnership
June 2023
from 2021-2023
NBA fans who own a Kia have grown
Source: MRI Simmons Spring 2010 and 2023
+162%
2010
2011-2012
2014
2016-2017
2017
2020
2022
2023
Since 2010, the percentage of NBA fans who own a Kia has increased 162%.
Click on the buttons below to view comparision
FORD
HONDA
nissan
-19%
+29%
+80%
+16%
+31%
As the NBA and WNBA’s Official 5G Innovation Partner, AT&T’s goal was to build on the success of its marquee platforms to revolutionize the accessibility and future of fandom.
The brand executed innovative and inspiring activations across both leagues while catering to their unique identities, athletes, and fan bases.
Innovating the NBA All-Star Viewing Experience
AT&T powered the latest in cinematic cameras to bring fans unique angles of once-in-a-lifetime moments throughout the weekend.
The innovative spirits of the NBA and WNBA make the leagues the perfect labs for AT&T to test new technology products that aim to enhance fan experiences, at home and in the arena.
Innovative Ownership Platforms
170M
total AT&T Slam Dunk video views across @NBA social handles
increase in AT&T ‘Buzz’ among NBA Fans the week following NBA All-Star Weekend
+91%
YouGov Brand Index Data 01/01/23–03/31/23
AT&T kept WNBA players "connected" with technology access as part of their Changemaker initiative. All players were provided customized gift boxes that included 5G-enabled devices and an AT&T line of service.
Innovating the WNBA Player Experience
AT&T leveraged the equity of their NBA Slam Dunk entitlement and WNBA Changemaker position to expand their presence across league media channels year-round.
with Year-Round Media Amplification
#ATTSlamDunk The NBA highlighted the most electrifying slams of the 2023 NBA Playoffs in partnership with AT&T.
views across NBA social/digital channels throughout the postseason
12M
Slam Dunk
As the WNBA’s Marquee Partner and inaugural Changemaker, AT&T understands the challenges for women and minorities in the sports world. “She’s Connected" supports women-owned small businesses and celebrates those who are changing the world by increasing their visibility with scale, resources, and technology.
She’s Connected
AT&T Dunk Pool During the Conference Finals, AT&T’s Dunk Pool initiative contributed $5K per dunk to a prize pool for fans to spend towards NBA merchandise, as well as $10 per dunk towards its Digital Divide work.
views across NBA social/digital channels
6.5M
NBA Crossover A 3D body scanner produced in-game avatars in AT&T’s Dribble Dash and Dunk Championship VR games.
At NBA and WNBA All-Star events, AT&T introduced customers and fans to new ways to consume the on-court product while also connecting them to their favorite stars off the court.
Driving Customer Appreciation Through
NBA All-Star The show, before Sunday’s All-Star Game, engaged fans on-site while being live-streamed for those at home through an immersive AT&T 5G Concert Lens.
WNBA Live Fans customized their nails, alongside WNBA icons A’ja Wilson and Arike Ogunbowale, using robotic manicure technology. AR Snapchat lenses extended a custom apparel experience to fans at home.
NBA All-Star Collaborated with NBA Cares to gift 325 refurbished laptops and provided technical support and internet connectivity to under-resourced students and families in Salt Lake City.
WNBA All-Star & WNBA Finals Hosted “Her Time to Play" Clinics preaching female empowerment to girls ages 7-14 at WNBA All-Star and in each Finals city. Programming included player panels, basketball fundamental drills, mental wellbeing sessions, and a device giveaway to each participant at WNBA All-Star.
AT&T leveraged the massive scale of the NBA and WNBA to continue its focus of bringing access and technology to underserved communities.
Bridging the
AT&T utilized the NBA and WNBA to develop new and impactful ways to showcase the value of its technology and reinforce its leadership position in the 5G space and as a brand, at large.
Source: NBA Partnership Health Tracker (2022 NBA Finals Wave), WNBA Partnership Health Tracker (2021 WNBA Finals Wave)
5G
Expertise
Innovation
Trust
Inclusion
Jeni Bell SVP, Wireless Product Marketing, AT&T
“NBA fans are among the most engaged, tech-savvy in the world and so we look to them for inspiration as we create unique experiences with AT&T 5G.”
The innovative spirits of the NBA and WNBA serve as the perfect labs for AT&T to test new technology products that aim to enhance fan experiences, at home and in the arena.
AT&T Slam Dunk video views across @NBA social handles
NBA All-Star Viewing Experience
AT&T kept WNBA players "connected" with technology access as part of its Changemaker initiative. All players were provided customized gift boxes that included 5G-enabled devices and an AT&T line of service.
WNBA Player Experience
INNOVATING THE
Ownership Platforms
Sabina Ahmed AVP, Sponsorships and Experiential Marketing, AT&T
“AT&T invests in women and underrepresented communities not only because it’s the right thing to do, but because it’s good business. We cherish our titles of founding WNBA Changemaker and Official 5G Innovation Partner of the WNBA, and will honor these titles by continuing to connect the league, fans and amazing world-class athletes to greater possibilities.”
Innovative
STORYTELLING
She's Connected
On-Site Innovation
AT&T Playmaker Arcade
AT&T Style Studio
AT&T Pregame Concert
Digital Divide
NBACon AT&T brought its FitCam to NBACon in Las Vegas, giving fans the red-carpet treatment and a shareable, social-ready video.
AT&T FitCam
Supporting HBCUs AT&T has served as Presenting Partner of the HBCU Classic since inception and worked with the NBA to contribute funds to participating schools to support academic, athletic and wellness resources for students and faculty. In 2023, AT&T presented the NBA x HBCU Career Fireside and Panel for 150+ HBCU students. The event featured a discussion between NBA Chief Diversity Officer Lesley Brown and AT&T Chief Diversity Officer Michelle Jordan, followed by a panel with prominent HBCU alumni and NBA legends on the topic of career development.
IMPACT
donated to HBCUs since 2022
$400K
Creating Greater Opportunity for Black Youth Google partnered with the NBA and NBA Foundation on several initiatives as part of their shared commitment to create greater economic opportunity for Black youth and building community through basketball. During the 2022-23 season, Google made the largest contribution to date to the NBA Foundation in support of the NBA x HBCU Fellowship Program. The brand also hosted a fireside chat focusing on the impact of HBCUs and Google’s commitment to serving the youth through technology. Participants included Google’s Chief Diversity Officer Melonie Parker and two NBA HBCU Fellowship Program alums.
donation to NBA Foundation
$1M
Fast Break for Small Businesses In 2021, LegalZoom teamed up with the NBA, WNBA and NBA G League to launch Fast Break for Small Business. The first of-its-kind program awards capital and other critical business formation services to help remove barriers that minority-owned businesses across the country experience. In 2023, LegalZoom focused the program on supporting Black-owned businesses during a Black History Month grant cycle in February. League media channels, custom content, player endorsers, and event marketing rights assisted in building further awareness of the program with fans.
in grants and LegalZoom services
$6M
small businesses helped
5,000+
IMPACT since 2015
Fast Break for Small Businesses The NBA and State Farm have proudly come together for eight seasons to turn an on-court stat into off-court assists in nationwide communities as part of the NBA Cares State Farm Assist Tracker Program. In 2023, the WNBA Cares State Farm Assist Tracker Program was launched. For each assist made during the regular-season and playoffs, the NBA, WNBA and State Farm donate $5 to enhance STEAM learning, technology, and mental wellness resources in classrooms and afterschool programs. An additional $1,900 is donated for every assist during the NBA and WNBA All-Star Games, benefitting local organizations in the host city.
contributed toward youth and families
$3.3M+
Community Impact
500K
youth reached in 88 communities
Driving Value for Premium NBA 2K Editions Take-Two partnered with the NBA to bundle League Pass and other benefits for NBA ID members to drive awareness and sales of the NBA 2K23 Championship Edition, its highest priced SKU. Upon purchase of the game, fans received a unique code that included a 12-month subscription to League Pass and other season-long benefits. NBA ID was required to redeem all codes, which drove NBA ID subscriptions and allowed 2K to continue to market other offers through targeted emails.
in 2K content delivered exclusively to NBA ID members
Millions of Dollars
Elevating Fans’ Live Entertainment Experience To tip off the 2022-23 NBA Season, FanDuel and the NBA partnered to elevate the fan entertainment experience and catch every moment live. New customers who placed a qualifying bet on the NBA received a 3-month subscription to NBA League Pass complimentary of FanDuel, allowing them to watch and wager live on all out-of-market games.
increase in betting days per subscriber
+8%
FANATICS
Providing Limited-time Perks to Drive Engagement and Sales The first-ever NBA ID Member Days took place in March 2023. All NBA ID members enjoyed access to a week of league and partner benefits, creating rewarding moments that celebrated fandom and drove higher content engagement numbers than other promotional periods. The initiative saw 1M NBA ID members engage with benefits and offers during the week (2x target). Two partners – Fanatics and 2K – took part in the inaugural iteration, which was promoted across NBA owned & operated channels. These exclusive benefits helped drive sales and engagement with partners’ platforms.
25% off NBA Store merch
Providing Exclusive Early Access of New Product to Fans New Era provided NBA ID members the ability to unlock exclusive offers, get early access, and enjoy more from the league they love with the NBA ID X New Era Members Access Program. The program rewarded loyal NBA ID members with premium access to highly sought-after NBA merchandise across a series of four drops.
NBA e-commerce merchandise sales YOY
3x
Direct-to-Consumer
League Pass redemption minimum guarantee by 47%
Exceeded
94%
93%
of activated subscribers watched games on League Pass (87% were new)
positive social sentiment
- Thousands of codes created - Drove tens of thousands in sales
Exclusive MyCAREER and MyTEAM content
10K+ users accessed offer (6x more than previous NBA All-Star offer)
Increased
traffic and conversion rates during discount offer windows
sales and units expectations for the most premium NBA 2K SKU ever
Outperformed
impressions
5.6M
Generating Awareness and Fan Call-To-Action DoorDash worked with the NBA and WNBA to make an impact off the court with Score One for the Neighborhood, a food insecurity initiative launched in partnership with No Kid Hungry. For every free throw made throughout the season in both leagues, DoorDash donated meals to support kids in need. DoorDash also provided fans with the opportunity to contribute by linking out to No Kid Hungry’s website.
fans reached across the @NBA Instagram and Facebook
4M+
Driving Association Between Premium Imagery and Pixel Devices As Official Fan Phone of the NBA, Google leveraged its partnership to raise awareness for its Pixel 7 device and drive association with high-end imagery and content that draws in the casual NBA fan. ‘The Shot’ Playoff campaign highlighted the most brilliant plays from the 2023 NBA Playoffs and Finals across TikTok, Instagram Reels, and the NBA App.
views across NBA social and App (overdelivered by 2x)
7.3M
Celebrating Basketball Fashion and Lifestyle Content Michelob ULTRA utilizes NBA media to lean into the intersection of basketball culture and style that exists off the court. Its social media franchise, #ULTRADrip, highlights player pregame fashion with behind-the-scenes images of basketball’s brightest stars as they walk into arenas. The brand also leverages player endorsements and team associations to represent basketball’s unique and influential style.
impressions across NBA social and App in the 2022-23 season
17M+
Media Integrations
Generating Buzz and Earned Media at Partnership Launch Skims tipped off their NBA partnership with a multi-phase approach, garnering unprecedented attention by recognizing the value of bringing two cultural powerhouses together. The brand generated awareness of its new men’s line with on-court virtual signage and promotion of their endorser (Shai Gilgeous-Alexander) across NBA channels. One week later, the Skims x NBA partnership was officially announced to the tune of record-setting cultural conversation across social media.
mentions on X during launch day
50K
average number of swipe ups on NBA Instagram
10x
Tapping the NBA’s Influencer Marketing Team to Introduce a New Fantasy Game Sorare set out to raise awareness on how to play its ‘Sorare Starting 5’ fantasy game. Through its NBA partnership, Sorare leveraged the use of the league’s influencer marketing team who created custom videos across Instagram, TikTok, and Twitter. Influencers @StrictlyBBall and @Buster highlighted the best performers from the 2023 NBA Playoffs and selected them to their respective fantasy squads.
views across all platforms (more than 4x guarantee)
11M
TikTok views (nearly 3x more than branded content average)
2.3M
Instagram views
views (nearly 3x guaranteed views)
1.5M+
$200K
worth of meals donated
impressions for partnership announcement post (top NBA post on X in previous 6 months)
33M+
Showcasing Endorser Relationships with Behind-the-Scenes Content CarMax aimed to raise brand awareness and strengthen its association with the NBA and WNBA. Leveraging star endorsers Sue Bird, Steph Curry and Candance Parker, CarMax enlisted the NBA social team to capture and amplify behind-the-scenes footage from its commercial shoot. Finished content posted from league handles included candid videos, 3-Point Trivia and a conversation with Bird and Curry about championship rings.
Expanding Purchase Incentives for Card Members For the past two seasons, American Express created benefits and experiences for its card members in partnership with the NBA and NBA 2K. The brand utilized insights from a successful first year to enhance and optimize the program for the release of NBA 2K23.
in in-game impressions through more direct and authentic engagement with NBA 2K gamers
Showcasing Licensed Product at NBA Tentpoles Canada Goose dropped its third consecutive NBA-licensed collection during NBA All-Star 2023, in collaboration with the brand UNION. The brand's goal was to reach younger, fashion-forward consumers by aligning with basketball culture. An immersive, on-the-ground experience at NBA Crossover allowed fans to engage with and purchase product. NBA-controlled media supported the collection launch and promoted appearances by NBA All-Stars Shai Gilgeous-Alexander and Lauri Markkanen wearing the gear.
IMPACT (2021-2023)
Repeat Customers •
Connecting Fandom from One Generation to the Next Kinder Joy partnered with NBA Licensing to help parents create joyful moments of surprise for their children by releasing a limited-edition NBA collection featuring 12 iconic mascot toys. The brand enlisted former NBA player JJ Redick and his kids to create content that connected with NBA fan parents. Each unique toy was brought to life with dedicated basketball features and experiences when scanned within Applaydu, Kinder Joy’s free augmented reality app.
25M units total
Sold Out
+22% vs. plan
585M+ Impressions
Retail & Promotion
International Success •
On-site Sales Success •
with target audience of parents in all key metrics including awareness, interest, consideration and purchase intent
Overdelivered
In-Game Integration Year two expanded on logo integrations and in-arena signage placements to include an Amex-branded Theater Events and MyTEAM Challenges.
60% of survey respondents said they are "more likely to return to Canada Goose" because of the NBA partnership
European retailer END sold out of UNION capsule in 2023
$30K+ of merch sales in Utah 2023
Promotional Offer Card members who purchased the game with their Amex unlocked the ability to redeem in-game virtual currency. Year two expanded the promotion window to five months and leveraged influencer amplification (Ronnie 2K).
OVERALL Impact
more purchases with Amex on NBA 2K22 and 2K23
65%
of total purchases in 2K store were with Amex card
41%
American Express x NBA 2K23 Lab Amex hosted immersive pop-up experiences that were livestreamed on the NBA Twitch channel, offering free locker codes and discounted merch to card members. Year two expanded both in-person programming and Twitch livestreams.
Year Two Impact:
+8% lift
YEAR TWO Impact
total event attendees
+5X
total Twitch views
+4x
PepsiCo launched their new lemon-lime soft drink, Starry, in early 2023. The NBA and WNBA played a key role in the launch by driving trial and awareness at scale among Starry’s “irreverent optimist” target: young, positive, and purpose-driven consumers.
Millennial Non-Fans
76%
Core Fans
52%
Non-Fans
+46%
58%
72%
37%
49%
+32%
70%
36%
Relevancy
Source: NBA Partnership Health Tracker (2022 All-Star Wave) Advocacy stat based on those who selected 9 or 10 on the 'likelihood to recommend' scale
+94%
"MTN Dew is a brand that is relevant for someone like me"
"I have a favorable opinion of MTN Dew"
"I am likely to consider MTN Dew for a soft drink in the future"
"I am likely to purchase MTN Dew the next time I am in market for a soft drink"
"I am likely to recommend MTN Dew to friends and family"
The lift in brand support across the marketing funnel illustrates how the partnership resonates with the valued NBA consumer and drives Starry KPIs.
Millennial Avid NBA Fans
“The NBA possesses the scale to drive the awareness of Starry that was necessary because … in year one, it’s an awareness and trial game. The NBA was really a huge galvanizing force in helping us build the initial awareness that we were trying to drive.”
views across NBA socials and app (overdelivered by more than 2x)
During the NBA playoffs, Starry debuted a commercial and short film called “3>2: A Starry Story,” which presented a fantastical history of the three-point shot as told by Starry’s characters Lem and Lime.
Community impact, along with product awareness, was one of Starry’s objectives through its brand launch.
Purpose-Driven Impact
‘Shoot Your Shot’ reappeared at WNBA Live, giving fans another opportunity to knock down as many three pointers as possible for $33,333. The brand also hosted the Starry Style Lounge that featured appearances from stars A’ja Wilson, Jewell Lloyd, Jackie Young, and Alyssa Thomas.
Starry held a first-of-its-kind activation at NBA Crossover during 2023 NBA All-Star Weekend. The ‘Shoot Your Shot’ competition encouraged fans to go head-to-head on a Starry branded court to test who could hit the most long-range shots. The winners received cash prizes totaling up to $33,333 per day or $100K across the weekend.
The brand leveraged its ownership of the 3-Point Contest to make an immediate splash at NBA All-Star Weekend in February. Building on their debut to the masses, Starry continued to fulfill brand KPIs through culture-driven fan engagement, media amplification, and original storytelling year-round.
As part of the Starry NBA 3-Point Contest, the brand pledged to donate up $300K to the NBA Foundation for any player that topped 30 points in their round. Tyrese Haliburton of the Indiana Pacers scored 31 in his first round, securing the charitable donation from the brand.
Featuring hoops stars Zion Williamson, Karl-Anthony Towns, Angel Reese and Matt Barnes, the spot capitalized on debate among basketball fans while delivering a “weirdly refreshing” message that resonated with Starry’s target customer.
NBA media channels amplified the brand’s ownership of the 3-point shot platform through branded monthly voting posts, fan giveaways and promotions, draft correspondence, a bespoke 3-Point Contest content series, and 3>2 short films starring the NBA and WNBA’s brightest stars.
NBA 3-Point Competition:
WNBA 3-Point Competition
@Crossover
