On 19 October, as the 2021/2 season tipped-off, Google penned a new multi-year basketball partnership which saw its Google Pixel becoming the ‘official fan phone of the NBA, NBA G League and NBA 2K League’ and the first presenting partner for the NBA Playoffs.
The tie-up was promoted through a simple, hoops graphic focused online campaign with hoops-themed content created in the sponsor’s familiar brand colours amplified across the tech giant and league digital platforms. The work positions and promotes Pixel as helping fans to take pictures, search to check scores/schedules, Google Shopping to find jerseys, and Maps for routing.
The most searched NBA query last season was “How many games in nba season.” As official partners of the @NBA, Google and Pixel are excited to be with you for all 82 of them. https://t.co/2JP2kTouhe pic.twitter.com/sceQreakYz
— Google (@Google) October 18, 2021
Google Pixel is now the official fan-phone of the @NBA so we’ve been practicing our dribbling for tip-off tomorrow. ⛹️⛹️♀️
Check our Instagram Stories so you can too! #NBAPixel https://t.co/FlF7aFHFkn pic.twitter.com/blcfzMPrKL
— Made By Google (@madebygoogle) October 18, 2021
As well as the NBA’s 75th Anniversary season opening doubleheader between the defending NBA champion Milwaukee Bucks and the Brooklyn Nets and the Golden State Warriors visit the Los Angeles Lakers, the deal also rolled out at the same time as Google’s Pixel 19 October ‘Fall Launch Event’.
#Pixel6Launch is available in both spoken English and spoken English with American Sign Language (ASL) interpretation via our livestream here: https://t.co/bJRDhj2Gw2
For ASL, click the ASL button under the video player.
— Made By Google (@madebygoogle) October 19, 2021
A further strand of the deal sees Google Pixel become the first-ever presenting partner of the NBA Playoffs with integration into the league’s complete slate of US televised Playoff games on both ESPN and TNT and Pixel also becomes the presenting partner of the NBA G League Playoffs and the NBA 2K League All-Star Game.
As the season unfolds, Google and the NBA will develop additional innovative fan experiences across Google apps and Pixel through immersive Google 3D and AR technology.
“We’re thrilled to partner with the NBA to bring the best of Google to fans and help them get closer to the game,” said Google CMO Lorraine Twohill. “Our goal is to help everyone become more engaged, knowledgeable and informed sports fans. And we’re proud that with Pixel as the league’s official fan phone, fans will also get exciting immersive experiences and more.”
“Expanding our relationship with Google will enable fans to deepen their engagement with the game and their favorite teams during our landmark 75thAnniversary season and beyond,” added NBA Senior Vice President Of Global Marketing Partnerships and Media Kerry Tatlock. “We look forward to building on Google’s already successful WNBA partnership and integrating Google Pixel as the NBA’s Official Fan Phone as well as Google Search trends to enhance the experience for NBA, NBA G League and NBA 2K League fans.”
Comment:
The new deal expands Google’s existing NBA relationship which already includes YouTube TV act as a presenting partner for the NBA Finals and Google itself benefit from a rights package as the NBA’s ‘official search engine and search trends and fan insights partner’ which includes sharing real-time search data around the three leagues and their most exciting moments.
As the Official Search Trends and Fan Insights Partner and Official Search Engine, Google will continue to work with the NBA, NBA G League and NBA 2K League to utilize Google Trends throughout the season to share real-time search data around the three leagues and their most exciting moments.
It also dovetails with Google’s recent multi-year WNBA relationship as a league Changemaker and a presenting partner of the WNBA playoffs. This alliance saw Google and the WNBA showcase ‘search trends and insights’ throughout the season and during the WNBA Playoffs and Finals: including in live broadcasts of games and across Google and WNBA digital and social channels.
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