Marketing and Sponsorship

NBA Top Shot launches NFT ad campaign with Kevin Durant

Blockchain platform Dapper Labs' NBA Top Shot marketplace is "dropping its first major ad today focusing on the future of collectibles" with an appearance by Nets F Kevin Durant, according to Rafael Canton of ADWEEK. In the ad, produced by Party Land, L.A., "two Durant acolytes argue over who is the biggest fan of the Brooklyn Nets All-Star by showing off old jerseys, Durant’s signature shoes, a car with Durant’s face plastered on it and even old sweat from a gym sock." The conversation then shifts to NBA Top Shot, where both fans "have a plethora of Durant moments that they own as NFTs." Durant makes an appearance, "stunning both fans." The campaign "will include one 90-second spot, two 30-second spots, and a collection of 10-second spots that will air on connected TV, digital and social platforms through July 2022." The ad was shot so that the brand "could potentially air it on television in the future depending on the data it collects about how consumers respond to it on digital." Dapper Labs Senior VP/Marketing David Feldman said, “We purposely cut it. It is a bit evergreen, where we think that it will have a long shelf life. So we’re excited to see where it goes.” To attract new Top Shot consumers, the campaign "will also launch Durant’s KD Starter Pack that includes a free NFT from Top Shot’s Series 3." Durant and Dapper Labs announced a partnership last October (, 1/19).

SBJ Spotlight: TikTok’s threat to traditional sports media

While tech companies are consumed with finding ways to compete with TikTok, almost no one in conventional media “spends any time talking about it,” said Recode senior correspondent Peter Kafka in an Spotlight interview with SBJ’s John Ourand. “To me, that’s just an obvious disconnect.” Kafka authored a recent column headlined, “It’s TikTok’s world. Can TV live in it?” He said the main response to TikTok’s growth from traditional media execs has been to “punt and hope it’s someone else’s problem a quarter from now or two years from now.” But Kafka said that ignores the trend of conventional broadcast audiences growing older while a billion younger consumers spend most of their media time watching short video after short video. “If you’re in the business of getting anyone under the age of 30 to look at what you’re putting on a screen, you have to think about the fact that you’re probably asking them to put down TikTok and watch your thing instead,” said Kafka. “That’s a very difficult ask. … [TikTok] is insanely addictive.”

SBJ Morning Buzzcast: June 29, 2022

BioSteel makes a major move with the NHL, while the USFL looks for additional investors.

SBJ Unpacks: Thaddeus Young, NBA forward and venture capitalist

SBJ's Austin Karp posted up with NBA power forward Thaddeus Young. The 15-year veteran discussed his venture capital strategy, his investment in technology and much more.

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