ESPN is significantly boosting its promotional efforts for the forthcoming 10th season of the NBA Saturday Primetime on ABC, set to debut this coming Saturday.
A prominent sports broadcasting company is enlisting music sensation Pharrell Williams to spearhead its promotional efforts. Not only will Williams appear in the campaign, but he’s also contributing his hit song “Piece by Piece” for it. Other tracks featured throughout the campaign are “Rock Star” by N.E.R.D and “Grindin’” by Clipse. The initial advertisement is set to premiere today during ESPN’s broadcast of the NBA Paris Game between the San Antonio Spurs and Indiana Pacers.
ESPN expresses that the multiple layers in the double exposure images symbolize the ‘components’ that construct not only a strong team but also an extraordinary matchup worthy of Primetime broadcast,” referring to the advertisements, which will be aired until March 16.
Watch the first spot below:
Curtis Friends, ESPN’s VP of sports marketing, stated, “We aimed to convey a tale that surpasses basketball with this campaign. The NBA has consistently been a global force in entertainment, and this campaign showcases this by merging the excitement of the game with music, fashion, and creativity. Pharrell Williams, a creative pioneer, has been instrumental in shaping a narrative that goes beyond the court, offering fans an innovative and vibrant way to engage with NBA Saturday Primetime.
The initiative is being launched prior to the NBA’s upcoming television contracts, set to begin during the next season. In these agreements, ESPN and ABC will secure the premium TV bundle, granting them exclusive broadcast rights for the NBA Finals.
Following the completion of the agreements, ESPN’s president, Jimmy Pitaro, mentioned to The Hollywood Reporter that digital rights play a crucial role in these deals, given ESPN’s plans to debut its primary streaming service towards the end of this year.
Apart from this, he mentioned that the agreement would also increase the number of sports events on ABC, thereby reshaping the television landscape as previously reported by THR. The NBA, similarly to the NFL, is keen to air more games on networks like ABC and NBC. They believe that the wider audience these channels can reach could potentially boost the popularity of basketball.
ESPN’s fresh promotional effort featuring Pharrell Williams emphasizes their commitment to fostering sports growth too, leveraging one of the most prominent figures in the music industry to aid this endeavor.
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2025-01-25 18:54