Festive fixtures are played in many sports all over the world, but no league owns Christmas Day itself quite like the NBA. An annual tradition since 1947 that leverages the positivity of family, holiday and sports emotions, 2016’s five big day games featured old school rivalries and a rematch of last year’s NBA Finals.
With rising TV audiences (last year saw a 6% rise in viewers peaking at 11m) and growing Xmas jersey sales (http://store.nba.com/Christmas_Day_Jerseys), it is little wonder that the NBA itself, its sponsors, broadcast partners and advertisers are so keen to leverage the festive fixtures.
Some of Christmas 2016 stand out festive basketball work includes the NBA’s own multi-platform ‘Dunktastic’ campaign, ESPN’s ‘Commissioner Claus’ commercials and sponsor State Farm’s new ‘Combinations’ TV spots and social promotions.
While several sports apparel brands with products worn on court during the festive games ran social media and digital promotions: these ranged from initiatives from official league kit suppliers like Adidas’ Christmas jerseys and Stance socks (pushed on both brand owned and on the NBA’s own platforms),
Holiday Spirit. #NBAXmas
— Stance Hoops (@stancehoops) December 25, 2016
to new Nike shoes (like these from athlete ambassador Kyrie Irving),
There's a special gift dropping later today. Keep your eyes on SNKRS. #Kyrie3 #Kyrie #NikeBasketball pic.twitter.com/iNkc3lgaQL
— Nike Basketball (@nikebasketball) December 25, 2016
Music by @questlove.
Basketball by @KyrieIrving.Introducing the #Kyrie3. pic.twitter.com/nVvZM1abCz
— Nike Basketball (@nikebasketball) December 25, 2016
plus a bespoke Steph Curry Under Armour shoe,
You better watch out…Red Hot is coming to town to Make That Old. pic.twitter.com/EFtaspGn8D
— Under Armour Hoops (@UAbasketball) December 25, 2016
Old tradition. Renewed rivalry.
'Tis the season to #MakeThatOld in the #Curry3 'Red Hot Santa'. pic.twitter.com/ReRTT8kGIw
— Under Armour Hoops (@UAbasketball) December 25, 2016
to league partner Foot Locker rolling out content tied in to its own ‘Christmas Day NBA Kicks’ social media campaign.
RT if you're ready for a great day of @NBA holiday hoops and #NBAKicks! pic.twitter.com/HnQ0dutIgx
— Foot Locker (@footlocker) December 25, 2016
— Foot Locker (@footlocker) December 25, 2016
But our favourite festive basketball campaign in 2016 was probably Dwayne Wade’s new Gatorade spot called ‘Sounds Of Hope’.
This powerful and emotional December commercial, which has already racked up around 12m YouTube views since it was first posted ahead of Christmas, tells the story of why Chicago-born Wade has come back to his home town to play for the Bulls.
