NBA's Rossomondo: Partners Look To Activate Year-Round

NBA Head of Media, Business Development & Global Partnerships Dan Rossomondo touched on plans for activation around the NBA Finals, which start tomorrow. As part of a panel discussion today at the '19 Intersport Brand Engagement & Content Summit, Rossomondonoted some special in-game moments, and he said that partners are pushing the league to continue to be a yearlong sport. Rossomondo: “The Finals are a seminal moment. But when that’s done, we’re turning to the Draft, and that’s going to be a huge moment. And then free agency and the Summer League. We’ve also got the WNBA and USA Basketball.”

Rossomondo also discussed the shot that Kawhi Leonard hit against the 76ers to send the Raptors to the Eastern Conference Finals. He said brands often “try too hard to go viral.” Rossomondo: “It’s a happy coincidence if something goes viral. … When Kawhi hit that buzzer beater, (shot clock sponsor) Tissot had their moment.”