January 27, 2025
Pharrell Williams is spearheading a brand new marketing campaign in promotion of “NBA Saturday Primetime on ABC.”
ESPN has tapped Pharrell Williams to guide its latest marketing campaign selling NBA Saturday Primetime on ABC.
The multifaceted musician will headline the marketing campaign, together with his single “Piece by Piece” serving because the official anthem, in keeping with The Hollywood Reporter. Different Pharrell-created songs to be featured within the marketing campaign embody N.E.R.D’s “Rock Star” and Clipse’s “Grindin’.”
The primary spot premiered Saturday for the NBA Paris Sport between the San Antonio Spurs and Indiana Pacers. It’s going to run by way of March 16. The clip options Pharrell partaking in cross-promotion. Because the model’s artistic director, he sports activities a Louis Vuitton sweater from his menswear assortment whereas selling the NBA’s Saturday evening video games on ABC.
“The marketing campaign infuses the concept the visible layers within the double exposures symbolize the ‘items’ that construct each an awesome group and an unforgettable Primetime matchup,” ESPN says of the marketing campaign.
The marketing campaign was launched forward of the NBA’s new TV offers, which can start subsequent season. ESPN and ABC secured the premier TV bundle, which incorporates unique broadcasting rights to the NBA Finals.
“We needed this marketing campaign to inform a narrative that extends past basketball,” mentioned Curtis Pals, vice chairman of Sports activities Advertising for ESPN. “The NBA has all the time been a world leisure powerhouse, and this marketing campaign celebrates that by fusing the vitality of the sport with music, fashion, and artistry.”
“Pharrell is a visionary, and his collaboration has helped us craft a story that transcends the court docket, bringing a recent and dynamic expertise for followers to expertise NBA Saturday Primetime,” he added.
ESPN Chief Jimmy Pitaro emphasised that digital rights are an important side of the settlement, as ESPN plans to debut its “flagship” streaming service later this 12 months. The deal may also improve the variety of video games airing on ABC, additional reshaping the printed TV panorama.
In response to Pitaro, the NBA goals to broaden its presence on broadcast networks like ABC and NBC to handle declining viewership and broaden its viewers. Partnering with Pharrell Williams is a part of the league’s technique to generate pleasure and curiosity within the sport.
RELATED CONTENT: Nick Cannon Displays On Lupus Journey, Calling Himself The ‘Black Tony Stark’