NBA corporate sponsors are finalizing activation plans for tonight’s virtual Draft, delayed five months from its scheduled date. The three-hour telecast will originate from ESPN’s Bristol, Conn., studios, but since players will not be in attendance, there will be 15 satellite trucks domestically and four overseas in France, Greece, Israel, and Spain, determined to capture the initial reaction of those draftees and enable them to receive virtual congratulations from NBA Commissioner Adam Silver. NBA Deputy Commissioner Mark Tatum said, “This is such a special night for players who have worked all their lives to get here. Our job is to introduce the next generation to fans, create an experience for players that will allow them to show their joy and express their style.’’ The league has sent swag kits to 39 potential draftees, which include New Era caps for all 30 teams, so they can wear the correct one, as they are selected. Also included is a Spalding ball, and tech products from league sponsors Microsoft, Oculus and Beats, which will air new creative on tonight’s broadcast.
The NBA has a total of 14 sponsors activating. State Farm returns for the eighth consecutive year with presenting sponsorship rights and will brand several content pieces within the ESPN show and on social/digital channels. Below is a list of more planned activation form sponsors:
- Video game rightsholder 2K Sports is issuing a code on tonight’s broadcast that will allow play with newly drafted players in NBA 2K21 for the first time.
- AT&T has WNBA all-time leading scorer Diana Taurasi appearing in various content via a 5G hologram with prospect Patrick Williams. AT&T is also staging a draft-themed scratch-and-win sweepstakes to win DoorDash gift cards.
- Pepsi’s Mountain Dew brand has signed prospects RJ Hampton, Killian Hayes, Onyeka Okongwu and James Wiseman, who will participate in a “Green Carpet” content series dubbed “Get to Know the Rookies.’’
- Michelob Ultra is presenting sponsor of a Draft perdition contest on NBA.com.
- NBA trading card rightsholder Panini is issuing digital cards of the soon-to-be rookies and tied in 12 prospects for digital and social content plays. Post-draft, Panini will start filming a “Road to The Rated Rookie” content series with three rookies, which will debut in December.
- Official NBA timer Tissot will have branding on the Draft board visible throughout the event and will be outfitting prospects Anthony Edwards, Cole Anthony and Tyrese Maxey with its watches.
- Beats competitor Bose, which does not have league rights, has signed expected prospects Obi Toppin and Tyrese Haliburton for product exposure, via social digital and post-draft media interviews tonight.
