Chris Paul will make his debut with the Suns on Wednesday night when they host the Mavericks, but he is returning this season to another team he has long been associated with -- State Farm. The NBA’s official insurance sponsor once again is debuting an original campaign featuring the 10-time All-Star alongside company spokesperson Jake. The new creative debuted on Tuesday during the league’s opening doubleheader on TNT, but it also will air during the Christmas slate of games across ESPN and ABC, as well as on digital and social touchpoints. State Farm will serve as the presenting sponsor of the five-game buffet on Friday. Meanwhile, State Farm and the NBA will contribute $5 for every on-court assist during the season toward what the company is calling community assists off the court.
MORE ACTIVATION PLANS: Many other league sponsors are activating around the start of the season. Some of those plans were detailed in Tuesday’s SBJ Unpacks; here are more plans that companies have in place:
- Hennessy has tapped WNBA Mystics G Natasha Cloud and rapper Nas to take part in a new TV ad that will also appear on social and digital outlets as part of the company’s new Lines 2.0 effort. The cognac brand also is sending out official NBA watch party kits to social influencers.
- Kia again serves as the title sponsor of the NBA’s tip-off week, and the automaker will runs a sweepstakes on the league’s social channels. Fans who participate in the “Kia Who Ya Got?” promo have the opportunity to vote on specific matchups for a chance to win NBA-themed prizes.
- Tissot also is diving into the sweepstakes bag, bringing back its #TissotBuzzerBeater effort that allows fans the chance to win prizes when buzzer beaters are made. Additionally, the company worked with the Nets to launch the City Edition timepiece that pays homage to the team's Brooklyn roots.
- AT&T is working with recent NBA draftees to support its best deals for smartphones. The company’s main support began earlier this month with the launch of the “She’s Connected by AT&T” program, which is designed to elevate the visibility and accurate representation of women and girls in sports. ESPN’s Chiney Ogwumike was the first person featured.
- SAP will run a new ad during the Christmas broadcasts, while new courtside signage will be visible during those games.