January 27th 2025.
ESPN has enlisted the help of the talented Pharrell Williams for their latest campaign promoting NBA Saturday Primetime on ABC. The renowned musician will take center stage in the campaign, with his hit song "Piece by Piece" serving as the official anthem, as reported by The Hollywood Reporter. Fans can also look forward to hearing other Pharrell-created tracks, including N.E.R.D's "Rock Star" and Clipse's "Grindin'," throughout the campaign.
The first commercial aired during the NBA Paris Game between the San Antonio Spurs and Indiana Pacers, and will continue to run until March 16th. In the ad, viewers can see Pharrell showcasing his cross-promotional skills as he dons a stylish Louis Vuitton sweater from his menswear collection while promoting NBA's Saturday night games on ABC.
According to ESPN, the campaign aims to showcase the various elements that come together to create a great team and an unforgettable Primetime matchup. The visually captivating double exposures featured in the ads represent the "pieces" that make up the game, further emphasizing the excitement and energy of NBA Saturday Primetime on ABC.
The launch of this campaign coincides with the NBA's new TV deals, set to take effect next season. ESPN and ABC have secured the premier TV package, giving them exclusive broadcasting rights to the NBA Finals. Curtis Friends, vice president of Sports Marketing for ESPN, shared that the campaign goes beyond just basketball, aiming to celebrate the global entertainment powerhouse that the NBA is. He also praised Pharrell's collaboration, stating that it has helped them create a narrative that goes beyond the court, providing fans with a fresh and dynamic experience of NBA Saturday Primetime.
ESPN Chief Jimmy Pitaro also stressed the importance of digital rights in the agreement, as the network is set to launch their "flagship" streaming service later this year. Additionally, the deal will see an increase in the number of games airing on ABC, further reshaping the broadcast TV landscape. Pitaro also revealed that the NBA's goal is to expand its presence on broadcast networks like ABC and NBC, in order to address declining viewership and reach a wider audience. Partnering with Pharrell Williams is just one part of their strategy to generate excitement and interest in the game.
In a related story, Nick Cannon recently opened up about his journey with lupus, dubbing himself the "Black Tony Stark." His reflection serves as a reminder of the challenges and obstacles that many individuals face, and the strength and resilience it takes to overcome them.
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