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Volume 27 No. 13
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NBA Restart's Virtual Signage: A Unique Opportunity For Sponsors

After almost a week of NBA games from ESPN's Wide World of Sports complex in Orlando, the designated home teams have been able to translate the games into opportunities for sponsors on both a local and national scale. Each club has served as the home team at least once, allowing all to present team partners through virtual signage on the court, in front of the bench and along the sideline.

TAKING ADVANTAGE: Of the 22 teams, 21 have used on-court and bench signage, with the Rockets as the only team yet to leverage the locations. Most teams have featured at least one of their jersey-patch and facility naming-rights partners, providing marquee sponsors with exposure missed during the long layoff. A total of 10 teams have presented their jersey-patch partner across one of the three team-owned assets; 14 teams positioned their facility naming-rights partner on the court; while two teams featured their practice facility naming-rights sponsor.

AT HOME & ABROAD: The brands occupying the virtual signage have varied between local and national partners. Brands with heavy involvement across the NBA -- Lexus, Toyota, Geico, AT&T, StubHub, Mountain Dew and DraftKings -- have been highlighted during the opening week of the restart. Despite a relatively small footprint across the NBA, brands such as American Home, Pinnacle, Memorial Hermann, Tangerine, Sweet James and Continental Resources also have invested in virtual signage.

To learn about the value provided by these partnerships, register for the “Leveraging Data in a Connected World” webinar.