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October 8, 2015

The NBA Playoffs Tip-Off with Timberlake and Foxx

by Allison Waldman, posted Apr 17th 2010 8:21PM
jamie_foxx_justin_timberlake_nbaThe post-season has arrived for the National Basketball Association. The NBA Playoffs are upon us, starting today on ABC and ESPN, and tomorrow night on TNT, and that means the networks are shifting into overdrive to present all the games, all the action, and -- especially -- all the stars to the viewing public. Shaq, Kobe, LeBron, Dwayne, Dirk, Rajon ... if you're a fan, you don't need the last names. That's how big the star power is for NBA elite players.

It's perhaps even bigger than the NFL or any other major league. And that's one reason why the NBA is not the number one sport in America, but it is the number one marketed sport. That's a point illustrated in the new promo for the TNT broadcasts featuring music and movie stars Jamie Foxx and Justin Timberlake extolling the virtues of the NBA playoffs.

If you haven't seen the commercial yet, take a look. It's pretty spectacular:

The collaboration between entertainment superstars and teams and organization is something that's really played up by the NBA. Who doesn't equate Jack Nicholson and Dyan Cannon with the Los Angeles Lakers? Those stars are a fixture in the Staple Center as much as they were in the Forum, and their association with the Lakers' image is as strong as the greatest players from the past that present, including Magic Johnson, Kareem Abdul Jabbar and Jerry West.

In New York City, where the Knicks stink and don't have much on court celebrity right now, Madison Square Garden is still considered a sports Mecca. The stands are still filled with famous faces like Woody Allen, Tom Brokaw, Matthew Modine and Spike Lee. They're more glitzy than the games some nights.

Even former NBA forward Charles Barkley, who's now an analyst for TNT, has become the most high-profile sports broadcaster in the business. He's as big as John Madden was.

What's interesting is that the other pro sports try to do this kind of marketing, but it's really only the NBA that has mastered how to do it right. That's why their athletes seem to make the switch into media with such ease. Shaq, for instance, has no problem going from dominating center on the court to big-time clown on television commercials and host on a reality TV show. LeBron and DeWayne Wade are the ultimate pitch men.

This commercial was just an extension of the NBA branding itself as the sport that celebrities and stars love, watch and admire. By getting Timberlake and Foxx to eschew a premiere to play one on one, it makes basketball universal. Everyone can play, everyone enjoys the competition.

However, for the greatest of the greats, it's the NBA's super-talents that get your juices flowing. And you have to watch the games! That's what the marketing is all about, and you have to hand it to the NBA, it's a slam dunk.

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Read the article say something:~ a product or cause, if not by
commercial means, how popular?
NBA has been able to so widely accepted is also a push by business ~

i have a sit is about shoes,maybe u

April 24 2010 at 7:39 PM Report abuse rate up rate down Reply

I love the song "Winner" and I thoroughly enjoyed this commercial. Makes me want to get out on the court tomorrow.

April 18 2010 at 12:04 AM Report abuse rate up rate down Reply

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