The NBA has partnered with several big-name brands to create promotions and engagement in the gaming community. Burger King and Mountain Dew are two of the biggest partners the NBA has teamed up with recently.
According to Marketing Dive, Burger King Spain has partnered with NBA 2k21 to offer free food to players who complete tough shots in the basketball video game. Burger King Spain also made a customized basketball court that can be used in-game called “The Menu Court.” Burger King partnered with Spanish content creators RobertPG and Papigavi o Vituber to promote the efforts on various streaming services.
Also, Mountain Dew launched a mobile gaming app in conjunction with the NBA. “Zion Shoots. You Score.”, which featured NBA all-pro Zion Williamson, had a limited run from March 31st to April 6th.
“People are naturally used to utilizing QR codes, they’re used to having their phones in their hands and they’re used to engaging them. Simplicity was the key here,” said Chauncey Hamlett, vice president and chief marketing officer for PepsiCo Beverages North America’s South Division. “Authenticity is key here, and this kind of mobile-forward approach is something that we love about [Zion Shoots. You Score.]”
The Profit‘s Take:
It’s obvious that traditional sports leagues like the NBA will NEED to do things to reach the young, digital-first, gaming audience. This will be essential to the survival of traditional sports audiences. Partnerships like this are a step in the right direction.