More than a dozen NBA corporate sponsors are activating around Thursday’s NBA Draft at Barclays Center. State Farm returns as presenting sponsor of the coverage on ESPN, which will air the event for the 13th consecutive year. The Draft will also be covered live on ESPN Radio. State Farm is continuing to leverage its National Bureau of Assists marketing platform, according to NBA Senior VP/Global Marketing Partnerships Kerry Tatlock. As was the case during the '15 All-Star Game in N.Y., street teams will be dispensing premiums and tickets in Manhattan and Brooklyn. On site at Barclays, the insurer will offer fans the opportunity for green-screen photos with an NBA backdrop, along with social media polling and commentary on the arena Jumbotron and various social media channels. Draftees’ initial connection with the NBA's commercial side on Thursday will be donning an adidas Draft Snapback Cap. Elsewhere, Nike will break a spot for the latest Kevin Durant signature shoe on the ESPN broadcast, while Foot Locker yesterday debuted a campaign with prospect G Emmanuel Mudiay. At the Draft, Sprint will film the second of a six-part series of vignettes that will be distributed through social and digital channels. Harman will have product integration on site and draftees will receive special chrome headphones. A Twitter mirror on site will allow them to send out NBA-branded selfies while wearing Harman headphones. As expected, a number of NBA sponsors are using the Draft for content plays. Sony Playstation will fashion some from 18 members of the military it is hosting on site, some of whom will take on NBAers in video games. Unilever’s Axe brand has a behind-the-scenes feature on NBA.com called Draft All AXEcess. Axe will also have a stylist on hand providing grooming tips to expected high draftee and spokesperson F Justise Winslow. Coca-Cola's NBA rights expire at the end of June after 29 years, but its Sprite brand is also crafting a behind-the-scenes content play. B-to-B sponsors leveraging the Draft for hospitality include Cisco and SAP.
