The tenth season of NBA Saturday Primetime on ABC launched Saturday afternoon, with ESPN partnering with a notable figure to promote the package. Award-winning singer, record producer, and fashion designer Pharrell Williams will feature in promotional spots for the NBA Saturday Primetime on ABC games, accompanied by his track “Piece by Piece.” The first promotional spot premiered during ESPN’s NBA Paris Game between the San Antonio Spurs and Indiana Pacers.
As stated in an ESPN press release, Williams’ track “Piece by Piece” embodies the concept that the visual layers in dual exposures symbolize the ‘pieces’ that form a great team and an unforgettable Primetime matchup. In simpler terms, “Williams is a Grammy Award-winning superstar with a fantastic song we’d like to highlight in our promotional campaign.”
ESPN has also planned two additional artists and tracks for future spots, featuring N.E.R.D’s “Rock Star” and Clipse’s “Grindin.’” According to Curtis Friends, Vice President of Sports Marketing at ESPN, “We wanted this campaign to tell a story that extends beyond basketball. 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, providing fans with a fresh and dynamic experience during NBA Saturday Primetime.”
The campaign will run through March 16 and will air during NBA Rivals week matchups and throughout NBA Saturday Primetime on ABC.
