Google This: NBA Expands Google’s League PresenceTo Include Pixel, Playoffs
Monday, October 18, 2021 at 02:33PM By Barry Janoff
October 18, 2021: On the eve of the 2021-22 season, the NBA has signed a a multi-year marketing and technology partnership naming Google Pixel the “official fan phone of the NBA, NBA G League and NBA 2K League.”
As part of the deal, Google Pixel will become the first presenting partner for the NBA Playoffs, with integration into the league’s full scchedule of nationally televised playoff games on ESPN and TNT.
Google Pixel joins YouTube TV, which is the presenting partner for the NBA Finals.
Google Pixel also becomes the presenting partner for the NBA G League Playoffs and the NBA 2K League All-Star Game.
Financial terms were not disclosed.
Google said its Pixel 6 Fall launch event will be held on Oct. 19, which coincides with the NBA’s Opening Night.
The deal expands on Google’s status as the NBA’s “official search engine and search trends and fan insights partner.”
"We’re thrilled to partner with the NBA to bring the best of Google to fans and help them get closer to the game,” Lorraine Twohill, Google CMO, posted to the company’s official blog. “Our goal is to help everyone beome more engaged, knowledgeable and informed sports fans. And we’re proud that with Pixel as the league’s official fan phone, fans will also get exciting immersive experiences and more.”
“Through this multi-year partnership, we’ll work with the NBA to create exciting immersive experiences for fans using our 3D and AR technology, as well as leverage new features that will be announced at our Pixel Fall Launch event.”
Google said it would work with the NBA, NBA G League and NBA 2K League to utilize Google Trends throughout the season to share real-time search data around the three leagues and their most exciting moments.
Google in May signed a multi-year deal with the WNBA to become a league “Changemaker” (joining AT&T, Deloitte, and Nike), presenting partner for the playoffs’ an associate partner of WNBA All-Star on ESPN and the WNBA Commissioner’s Cup.
Google and the NBA will also develop innovative experiences for fans across Google apps and Pixel, accessing Google’s latest 3D and AR technology.
According to Twohill, “And for the basketball superfans like me, we’ll also integrate Google’s Search trends throughout the season, showing how fans are searching before, during and after games with real-time data.
“For instance, did you know that the NBA has been the top-searched sports league in the world since 2004? Or that people who search for the NBA are more likely to search for social justice compared to any other professional sports league?
Also, according to Google, the most searched NBA query last season was, “How many games in the NBA season.”
According to Twohill, “We’ll continue to provide experiences and information in all the places fans turn to every day, whether that’s Pixel to take pictures of your favorite team in action, Search to check scores and schedules, Google Shopping to find your favorite player’s jersey, or Maps to get to the arena using the most sustainable route.”
“Expanding our relationship with Google will enable fans to deepen their engagement with the game and their favorite teams during our landmark 75th Anniversary season and beyond,” Kerry Tatlock, NBA svp-global marketing partnerships and media, said with the NBA.
“We look forward to building on Google’s already successful WNBA partnership and integrating Google Pixel as the NBA’s Official Fan Phone as well as Google Search trends to enhance the experience for NBA, NBA G League and NBA 2K League fans.”
Photos Courtesy Google
WNBA Deal Names Google A 'Changemaker'
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