The NBA may double its major marketing moments this season.
The league has introduced a new event, the In-Season Tournament, that will take place from Nov. 3 to Dec. 9 and feature all 30 NBA teams. The new tournament includes knockout rounds, semifinals and a championship game, with the ultimate victor earning the prestigious NBA Cup as a reward.
This new tournament adds a unique competitive element to the league’s regular season and represents a strategic push by the NBA to enhance fan engagement, according to marketers and agency execs. The move to add more competition and potentially drive more eyeballs to the NBA now may sway marketers to focus more attention on basketball as marketers are spending more overall on live sports this year.