Sponsors gear up for marketing around upcoming NBA season
The NBA tips off its 2019-20 season with stepped-up activation from league sponsors, including its newest partner AT&T, which launches a “Codes of Culture” campaign.
The campaign targets local NBA markets by highlighting a team’s area code and NBA players and legends tied to specific teams and cities.
“AT&T is in their first full season, and they are using the NBA to integrate their overarching national campaign,” said Kerry Tatlock, senior vice president of marketing partnerships for the NBA.
Subscription ticketing model expands to half of league
Other highlighted activations include Tissot’s new seasonlong sweepstakes called “Buzzer Beater Benefits” that focuses on driving consumers to Tissot’s website after each NBA game-winning shot in order to win NBA-themed and Tissot prizes.
The new activations join other returning sponsor activities that includes American Express, which again will be the title partner of the “TNT American Express Road Show and Halftime Report.”
The season’s tipoff TNT Road Show will be broadcast live from San Francisco in advance of the Warriors’ game against the Clippers with musical performances. AmEx will again run its Jersey Assurance promotion that allows fans who buy an active NBA player jersey at the NBA Store on 5th Avenue in New York City or NBAStore.com using an American Express Card to trade in their jersey if that player switches teams as a result of a trade or free agency.
Kia returns as the title partner of Kia NBA Tip-Off week, appearing in creative and start-of-season marketing. Kia will also run its “Who Ya Got?” sweepstakes on NBA social accounts, where fans will have the chance to vote on team matchups for a chance to win NBA-themed prizes.
State Farm will bring back its State Farm Assist Tracker this year. The program raises $5 for every on-the-court assist throughout the season.
Tatlock said the league feels good about its seasonlong promotion from partners. “We are seeing new campaigns, but also existing partners building on campaigns that they have launched in years past,” she said.