Sponsors set activation plans as new season gets underway
Kia, which signed a multiyear renewal with the NBA this offseason, again is the title partner of Kia NBA Tip-Off and will continue as sponsor of the Kia NBA Performance Awards and Kia NBA All-Star MVP award. The company again will sponsor a seasonlong sweepstakes on NBA social channels.
Nike, which begins its first year as official outfitter of the NBA, will launch a marketing campaign with its key endorsers, including LeBron James and Kevin Durant, with the first spot to debut on opening night.
Other activations include:
■ American Express, which will launch a benefit program for card members. American Express is the presenting partner of the “NBA on TNT Road Show” and will continue its presenting sponsorship of the “NBA on TNT” and the “American Express Halftime Report.”
■ Jack Daniel’s, which begins its second season as a league sponsor, will create an online digital sweepstakes giving two fans the chance to win an all-expenses-paid trip to NBA All-Star 2018 in Los Angeles. Jack Daniel’s will also unveil NBA-themed product displays at retail locations.
■ 2K’s “NBA 2K18” video game this year features Boston Celtics guard Kyrie Irving on its cover, and Shaquille O’Neal on the cover of the “NBA 2K18 Legend Edition.” 2K and the NBA also continue to develop the NBA 2K League, which will launch in 2018.
|The Boston Celtics’ Kyrie Irving is on the cover of the “NBA 2K18” video game.
■ PepsiCo’s Frito-Lay Ruffles brand is running a “4-Pointer” program in conjunction with “NBA 2K18” through Dec. 15. A special code on co-branded bags of Ruffles chips gives fans access to a custom 2K game mode where they can score with a 4-point line and earn four times the virtual currency from the game. Fans can also enter to win prizes such as game tickets, NBA Store gift cards, and electronic merchandise.
■ Tissot is creating three “Buzzer Beater” videos clips around Eric Bledsoe and Tyler Ulis of the Phoenix Suns, and free agent Randy Foye. Tissot interviewed the players about their buzzer beater shots from last season. Foye played for the Brooklyn Nets last season. Tissot will launch six additional team watches at the start of the season in the U.S.
■ Under Armour will launch its new NBA draft combine product line around Kia NBA Tip-Off. The company will also launch its Curry 4 shoe at the start of the season. The Jr. NBA Week Presented by Under Armour program was set to run from Oct. 9-16 with youth clinics and events hosted by all 30 NBA teams.
■ ’47 Brand begins its first full season with the NBA as it rolls out team fan apparel and headwear.