The 2016-2017 NBA season is here, and sponsors are tipping things off with a mix of digital content, team and player-inspired products and a host of other initiatives.

Below, a rundown of start-of-season activations:

  • Mountain Dew will build off the success of the recent Dew NBA 3X tour, with significant live activations in several team markets – leading up to tip off in Cleveland. Additionally, Cavaliers point guard Kyrie Irving will join the DEWxNBA team, which includes a roster of standout players.
  • A number of partners will introduce NBA (including team and player) themed and inspired product:
    • Tissot – will now offer team watches for all 30 NBA teams
    • Anheuser-Busch – Team Budweiser and Bud Light team cans in select NBA markets (15 teams)
    • All footwear partners (Nike, Under Armour, Adidas) launching new player shoes
    • 2K recently released NBA 2K17, its best-selling NBA 2K game to date
  • Kia is entering its 10th season as an NBA partner, and in addition to a new campaign (slated for Nov. 1st), will continue to own Kia NBA Tip-Off – which includes cross-channel presence, a fan sweepstakes, and a Kia Countdown Clock on NBA.com and new to this season, the NBA app.

Other Partnership Campaigns and Activations

  • 2K
    • 2KTV: 2K recently released the first two episodes of 2KTV, a weekly series that appears across 2K's social channels and in NBA2K17 during the pre-gameplay loading screens.
      • The first two episodes feature cover athlete Paul George as well as actor Michael B. Jordan, who starred as Justice Young in this year's MyCareer mode.
    • Last weekend, 2K introduced Dew NBA 3X in NBA 2K17’s MyPARK Mode, which allowed fans to experience the national tournament firsthand.
  • adidas
    • New shoes: adidas recently released new signature shoes for James Harden and Damian Lillard. 
    • Adidas also signed Kristaps Porzingis to its roster and introduced his first signature shoe.
  • American Express 
    • Will serve as the presenting partner of the Halftime Show on TNT and NBA TV (season-long, beginning on Oct. 25th)
  • Anheuser-Busch 
    • Team Cans: Anheuser-Busch InBev will release custom Budweiser and Bud Light team cans – featuring respective logos – in select markets.
      • Budweiser will introduce cans in CLE, DET, HOU, LAL, MIA, CHI, NO, SAC, ATL, MEM, DEN, UT
      • Bud Light will introduce cans in CHI, DAL, OKC, SA
        • Cans will be available in-store following tip-off.
  • AutoTrader 
    • Will serve as the presenting partner of the pregame show on TNT and NBA TV (season-long, beginning on Oct. 25th)
  • BBVA 
    • Bright Futures Vignettes: Between Oct. 10th and Oct. 14th, BBVA released several new vignettes as part of its ongoing Bright Futures series.
    • The series now features NBA rookies Kris Dunn, Domantas Sabonis and Malik Beasley, with episodes available across BBVA's and the NBA's social and digital channels, including BBVABright.com and NBA Rooks.
  • EA
    • NBA Live Mobile: EA recently debuted a new spot in support of the latest iteration of NBA Live Mobile.
  • Harman
    • JBL recently introduced several subway car wraps running between Grand Central and Times Square (S Train). One wrap features several JBL endorsers including Stephen Curry and Damian Lillard, as well as Kristaps Porzingis (Oct. 15th through Nov. 14th)  
  • Kaiser Permanente 
    • On Oct. 27, the Jr. NBA, Scholastic, and Kaiser Permanente will launch educational curriculum encouraging teachers and students to use mind and body practices for academic success.
    • All program assets will live on a custom co-branded microsite and focus on grades 5-8.
      • From Oct. 21st through Nov. 18th schools can enter to win one of six visits from an NBA Legend for an education and fitness event.
  • Kia 
    • Kia Optima Campaign: Kia will debut a new Optima campaign, which will begin after tip-off on Nov. 1st.
    • Kia Tip-Off: 
      • New to this year, Kia will host a sweepstakes where fans can predict which teams will win each Kia Tip-Off match-up.
        • This is part of their new, season-long social program "Who Ya Got" that will live on NBA Twitter and Instagram.
      • Kia Tip-Off will also include courtside signage at nationally televised games and the Kia Countdown Clock on NBA.com and NBA app (new to this season).
  • Kumho Tire 
    • Kumho “Handles” Platform: Kumho will introduce a new, season-long media platform around “Handles,” comparing on-court ball handling to the role Kumho Tire plays off the court.
      • The platform will include bi-weekly posts on NBA Instagram, monthly posts on NBA Twitter and Facebook, a branded video franchise on NBA.com, and a monthly enhancement on NBA TV's Gametime.
  • Mountain Dew
    • In celebration of Tip-Off, DEW will drop three, 40-foot DEW x NBA basketballs at central locations in three cities across the country.
      • The three locations are Dolby Theatre in Los Angeles (10/21), Wynwood Arts District in Miami (10/23), and Public Square in Cleveland (10/25).  Stops will feature team and influencer-backed involvement.
    • Cleveland Cavaliers point guard Kyrie Irving is joining the DEWxNBA team, which includes Russell Westbrook and a roster of other standout NBA players.
      • This partnership deepens the relationship between Irving and PepsiCo, which was established in 2012 with the success of Irving’s “Uncle Drew” videos. Irving will now join the DEWxNBA roster, as well as continue to be part of the PepsiCo team.
  • Nike
    • Nike and Jordan Brand will launch new signature shoes and creative featuring several brand endorsers.
  • PepsiCo (Ruffles) 
    • Home Court Advantage Program: From Sept. 26th through Jan. 31st, Ruffles will host the Home Court Advantage Program where fans will have the chance to win the ultimate Fan Cave, inclusive of NBA partner prizes and NBA merchandise.
      • Program will be promoted through POS at convenience and grocery stores nationwide, a digital spot, social media and messaging on packaging of more than 57 million units of Ruffles.
  • Shock Doctor
    • “A Mouthful of Fearless” Campaign: Shock Doctor’s first-ever NBA campaign will showcase the athletic talents and physical play in the NBA while driving awareness for protective benefits of mouthguards in basketball
      • The campaign, which includes a fan contest, will live across digital and social, including NBA.com and relevant sports outlets.
      • Shock Doctor endorsers Harrison Barnes, DeMarcus Cousins, and Kevin Love will be featured in this campaign.
  • State Farm 
    • Right Combination: State Farm will debut a new campaign centered on the idea that the right combinations make things better – both on and off the court.
      • The campaign will feature endorsers Damian Lillard, DeAndre Jordan, and Chris Paul and includes four new spots, each of which will premiere during high profile NBA games. The first one will premiere on TNT during both national games (10/25).
    • Assist Tracker: After a successful first season, the State Farm Assist Tracker on NBA.com will again track assists around the NBA. Every assist on the court will trigger an assist off the court through a corresponding donation from State Farm and NBA, driving local assists in communities around the country.
  • TISSOT 
    • Shot Clock: Tissot shot clocks will officially debut in all 29 NBA arenas at tip-off.
    • Licensed Product: Tissot now will offer special edition timepieces for all 30 teams.
      • The Tissot Quickster team watches feature a sporty nato strap in the team colors and the team logo on the caseback.
      • Product will be available on NBAStore.com and through tissotshop.com and third party retail channels.
    • Tissot Buzzer Beaters: Tissot will present this season’s Buzzer Beaters on a global scale – a first for the platform.
      • Tissot Buzzer Beaters will include pre Buzzer Beater Alerts across NBA digital and social channels. Once a Buzzer Beater occurs, custom clips will be sent out within minutes of the play.
  • Under Armour 
    • Curry Three Launch: UA will release two new videos that celebrate the launch of the Curry Three on Nov. 5th.    
      • The videos celebrate DubNation, and highlight all that has previously been said about Curry as he starts a new season (his journey, recent success and coming up short in The Finals).
    • NBA FIT App: The NBA FIT App will launch a tip-off themed challenge to celebrate the start of season.
    • Jr. NBA Week: The second annual Jr. NBA Week – Oct. 17th through Oct. 25th.
      • The week features camps / clinics nationwide 
        • The Jr. NBA recently rolled out NBA / USA Basketball youth guidelines which include player health standards and recommendations, as well as the first-ever player segmentation model for youth basketball.
  • Verizon
    • Presenting partner of NBA Fan Night on NBA TV (season-long)
    • Verizon’s go90 mobile app will continue to feature live out-of-market NBA games via NBA LEAGUE PASS and will also deliver exclusive NBA content through studio analysis, game highlights, and features.