This year, the NBA is stepping up its outdoor advertising spend in anticipation of the upcoming NBA Finals, which will begin on June 1. As part of its marketing strategy around the Finals, the league is holding a red carpet event and leveraging social media activations in an effort boost brand awareness and build fans’ anticipation before the games start.
NBA CMO Tammy Henault said she wanted to build anticipation around the first game of the Finals, just as movies and television shows create hype around premieres.
“I’d say that the biggest way that we approached [The Finals] from a creative perspective, is that we really leaned into trying to evoke that intense emotion from how people feel during the Finals and really capture that anticipation that’s unique to us,” said Henault. She added that the NBA is investing more of its marketing budget on out-of-home opportunities for the Finals, as opposed to social media. (Henault declined to share exactly how much the NBA is investing in OOH.)