- Google has kicked off a new campaign to support its extended partnership of the NBA around the 2026 NBA Playoffs.
- The effort connects Google’s signature AI search product with the excitement of basketball in a series of new ads featuring new player partner Luka Dončić, 4x NBA Champion and Google Performance Advisor Stephen Curry and NBA Champion Shai Gilgeous-Alexander. The :30 and :15 spots will run across broadcast, CTV, digital and social.
- Google will also feature dozens of live, in-game integrations across NBC, Disney and Prime that prompt viewers to explore topics with AI Mode.
Google has been the NBA’s Official Search and Fan Insights Partner since 2021, with Pixel as the Official Fan Phone. The tech giant is using the partnership extension to illustrate its latest AI Search tools to sports fans. The tech taps into the consumer behavior of looking up stats, demos and information about their favorite players while watching game.
The Mountain View, CA-based is also working with the player partners Luka Dončić and Giannis Antetokounmpo for long-form social videos where they use AI Mode to break down their signature skills.
This is the latest example of how the brand is showing up in sports and entertainment culture to show how its products fit in. The brand also recently teamed up with 20th Century Studios for a partnership around “The Devil Wears Prada 2,” which drops on May 1. Google Shopping is collaborating with the movie for a new campaign highlighting Google’s Try On in Search, including an interactive red carpet experience at the premiere.
