Attendees at tonight’s 2017 NBA Draft at the Barclays Center in Brooklyn, N.Y. will witness a host of activation programs ranging from one-of-a-kind hospitality experiences to surprise-and-delight consumer promotions.

Below, a roundup of sponsor activations at the 2017 draft.

American Express

  • American Express hosted a Teamed Up event on June 20 in New York City for card members with NBA legends Shaquille O’Neal and Alonzo Mourning, who were selected No. 1 and No. 2 in the 1992 NBA Draft.  This exclusive gathering with the Hall of Famers celebrated the 25th anniversary of the 1992 NBA Draft.
  • American Express will also host 140 card members at a custom hospitality program that includes a lower bowl ticket to the event, group photo on the Draft stage, private reception which includes a meet and greet with CJ McCollum and NBA Draft gift.

Bud Light

  • As an Associate Partner of NBA Draft, Bud Light will receive onsite signage and Draft show partner integration.


  • Will host Cisco TelePresence interviews in the NBA Draft media circuit with Draft picks for international media in several cities.


  • The ExxonMobil Lubricants (motor oil) and Retail Fuels (gas stations) teams will be executing a VIP Draft hospitality program. The program includes hosting customers, distributors and business partners in suites, appearances by NBA talent and co-branded merchandise.


  • Winners of the FanDuel NBA Draft Challenge contest will attend the NBA Draft. They will also be receiving autographed basketballs from draftees and draft hats from their favorite teams.
  • Winners of the WNBA Official Game challenge from last week will attend the NBA Draft. They will also be going to sit courtside at a NY Liberty game.

Foot Locker

  • Foot Locker released a new TV commercial featuring four 2017 draftees: Lonzo Ball, De’Aaron Fox, Jonathan Isaac and Jayson Tatum. This spot will air during the Draft on ESPN.  


  • As an Associate Partner of NBA Draft, Gatorade will receive onsite signage and Draft show partner integration.

Jack Daniel’s

  • One of the NBA’s newest marketing partners, Jack Daniel’s will host its private Jack’s House Party in Brooklyn on June 28 & 29 to celebrate the end of the NBA season.


  • JBL will be conducting its Draft Social Activation again this year. The activation will feature interactive videos of the draftees wearing custom-made team branded headphones and a voiceover from NBA Commissioner Adam Silver announcing their name and position in the Draft.

Mountain Dew

  • Dew NBA 3X will be promoted at Barclays Center throughout Draft night. Building off the excitement of the NBA Draft in New York City, the next Dew NBA 3X tour stop is at Brooklyn Bridge Park from June 24- 25.

New Era

  • For the first time, the NBA Draft cap given to drafted players will be made by New Era, which will use its iconic 5950 as the actual Draft cap.
  • New Era will have product placement onsite including a first-ever green room pedestal from which players will take the cap when their names are called, and hat displays on the Draft stage.
  • Offsite, @NBA social channels will distribute multiple New Era and hat-based messages, including two videos about the making of the cap and its meaning in the basketball journeys of the drafted players.
  • Also, New Era will have retail activation including player appearances by draftees in New York City ahead of Draft night on June 22.


  • As the sole presenter of NBA statistics, all the Draft-related statistics both in-arena and on are Draft Stats sponsored by SAP.


  • In conjunction with SLAM Magazine, Spalding premiered “Without A Doubt Vol. 2” documentary, featuring De’Aaron Fox, at the NBA Store on Fifth Avenue in New York City on June 19.
  • “Without a Doubt” featured 2016 draftees Kris Dunn, Buddy Hield and Tyler Ulis.

State Farm

  • State Farm will continue to serve as presenting partner of Draft.
  • Fans will have a chance to put on their GM hat at the State Farm display on the Barclays concourse and answer a series of questions. If their answers combine to form the “right combination”, fans can open a locker and win NBA-themed prizes, including the same TISSOT watches and JBL headphones that the draftees receive.
  • Approximately 50 State Farm brand ambassadors will be positioned around the arena surprising and delighting fans with seat upgrades, tickets and concession stand gift cards.
  • Will debut a vignette series highlighting draftees Josh Jackson, Markelle Fultz, and Jayson Tatum, which will be posted on and league social channels.


  • In the days leading up to Draft, TISSOT has released through NBA Instagram channels :24 Challenge Videos featuring De’Aaron Fox, Markelle Fultz, Malik Monk and Jayson Tatum.
  • As Official Timekeeper of the NBA, TISSOT’s logo will be prominently featured on the on-stage Draft Clock, which displays the amount of available time between each selection.
  • TISSOT will host a gifting suite ahead of the Draft to fit draft candidates for personalized watches, which they’ll receive shortly after they’re selected on Draft night.
    • Each Tissot Quickster NBA Special Edition will feature a custom caseback engraved with the NBA Draft Logo and player name.
    • Projected NBA Draft first-round lottery picks will be posting photos from their social media accounts the night of Draft with their custom watch.
  • On the concourse, TISSOT will also host a photo booth / green screen where fans can pretend to take their picture on stage at the NBA Draft. Fans will be encouraged to share their photos via social through a contest where a randomly selected fan will win the Tissot Quickster NBA Special Edition of their choosing.


  • As an Associate Partner of NBA Draft, Verizon will activate on the concourse whereby fans who switch or upgrade their service plan will receive a customized Spalding phone case.  There will also be a player appearance at its activation space.