Then, starting Oct. 8, branded “newsies” will distribute limited promotional NBA Tip-Off comics at New York City Comic Con, featuring a larger-than-life, 10-foot-tall comic-book installation appearing at various high-profile Manhattan locations before congregating at NBC’s home at Rockefeller Center alongside the Comic Newsstand on NBA Jersey Day, Oct. 19, and American Express NBA Tip-Off on Oct. 20.

Signor pointed out that the campaign will integrate with NBC News’ morning show Today when it lands at Rockefeller Center, noting that NBC Sports’ NBA studio show will also broadcast from the 30 Rock plaza before tip-off of the first game.

Successful partnerships

Reflecting on what worked during NBC Sports’ inaugural NBA season last year, Signor said the marketing team leaned into its strengths as a marketing organization by putting fans at the center of everything it does. 

NBC Sports received plenty of insights from its social platforms and the Peacock streaming service. Because it’s part of a much broader marketing organization, the team also built successful partnerships across NBCUniversal.

From partnerships with Bravo, which had Real Housewives at NBA games, to partnerships with its films division like Universal Pictures, with the marketing team producing a lot of content around Minions and the NBA Playoffs, the company activated across its portfolio.

“Anything that we can do that continues to work for the fans, we will do for this season and beyond,” Signor said.

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