The Hollywood Reporter – ESPN Turns to Pharrell Williams to Launch Campaign for NBA Games on ABC (Exclusive)

The singer will star in the campaign, which debuts today and pulls from his 'Piece by Piece' track.

By Alex Weprin

ESPN is putting some major marketing muscle behind the upcoming 10th season of NBA Saturday Primetime on ABC, which tips off Saturday.

The sports media giant is turning to music superstar Pharrell Williams to lead its campaign, with Williams not only starring in the campaign but contributing his track Piece by Piece. Additional tracks included throughout the campaign run also include N.E.R.D’s Rock Star and Clipse’s Grindin’. The first spot will debut today during ESPN’s coverage of the NBA Paris Game between the San Antonio Spurs and Indiana Pacers.

“The campaign infuses the idea that the visual layers in the double exposures represent the ‘pieces’ that build both a great team and an unforgettable Primetime matchup,” ESPN says of the spots, which will run through March 16.

“We wanted this campaign to tell a story that extends beyond basketball,” said Curtis Friends, VP of sports marketing for ESPN. “The NBA has always been a global entertainment powerhouse, and this campaign celebrates that by fusing the energy of the game with music, style, and artistry. Pharrell is a visionary, and his collaboration has helped us craft a narrative that transcends the court, bringing a fresh and dynamic experience for fans to experience NBA Saturday Primetime.”

The campaign comes ahead of the NBA’s new TV deals, which kick off next season and will see ESPN and ABC as the holders of the top TV package, including exclusive rights to the NBA Finals.

ESPn chief Jimmy Pitaro told The Hollywood Reporter after the deals were signed that digital rights are a key component of the agreement, as ESPN prepares to launch its “flagship” streaming service later this year.

But he also noted that the deal will also bring more games to ABC, and in so doing will further change the broadcast TV landscape, as THR previously reported. The NBA, like the NFL, is eager to have more games on broadcast networks like ABC and NBC, hoping that the expanded reach of those platforms can grow interest in the game.

ESPN’s new campaign with Pharrell Williams underscores the fact that ESPN is investing in growing the game as well, and leaning on one of the biggest stars in music to help it do so.

READ The Hollywood Reporter Article Here