• Loading stock data...
Sunday, November 3, 2024
The Best Employers in Sports survey is open through Nov. 6 Learn More

NBA Finals Broke Records on Social Media

  • The league saw a 19% increase in video plays during the 2022 Finals.
  • Instagram Reels accounted for 60% of the NBA’s social video plays.
Cary Edmondson-USA TODAY Sports

The NBA closed out the season with a bang on social media.

The league eclipsed 2 billion video plays for a 19% increase over last year — the latest evidence that the league has become a model for digital marketing in sports.

The uptick was due to several factors: The NBA celebrated its 75th anniversary, and the Finals featured a clash between the Golden State Warriors and Boston Celtics, two high-profile franchises in two of the biggest sports markets.

But the year belonged to Finals MVP Steph Curry, who became the league’s most marketed player, accounting for 28% of the NBA’s social video plays amid a pair of legendary performances in the title series.

The matchup, star presence, and aggressive marketing made for a record-breaking NBA Finals on social media.

  • Video plays were up 19% from 2021; 45% from 2020; 56% from 2019.
  • Instagram Reels (716M) accounted for 60% of the NBA’s social views during the Finals.
  • The league hit 88 million YouTube views — a 60% jump from 2021; 47% from 2020.

On NBA-related sites and apps (i.e. NBA.com, NBA App), the league drew 61 million visits during the series — a 13% increase from last year.

The league is already a powerhouse in this space, and its dominance should only increase with the emergence of a younger demographic enjoying the game via social media — even if the bar has now been set formidably high.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Lululemon-Fanatics Collab With NHL Sees ‘Explosive’ First-Day Sales

The premium collection made up 80% of all NHL merch sales.

Adam Silver Defends WNBA Media Deal Being Tied to NBA

The WNBA’s media-rights deal is looped in with the NBA’s.
Apr 25, 2024; Philadelphia, Pennsylvania, USA; Philadelphia 76ers center Joel Embiid (21) is fouled by New York Knicks guard Donte DiVincenzo (0) during the second half of game three of the first round for the 2024 NBA playoffs at Wells Fargo Center.

NBA Fines Sixers $100,000 Over Joel Embiid Comments

The NBA said Embiid’s status was inconsistent with comments by the Sixers’ coach and front office.
podcast thumbnail mobile
Front Office Sports Today

First-Ever 12-Team CFP Takes Shape

0:00

Featured Today

Vanderbilt Commodores fans head to the south end zone as the goal post is taken down by exuberant fans after beating No. 1 Alabama 40-35 at Vanderbilt Stadium in Nashville, Tenn., Saturday, Oct. 5, 2024.
opinion

Something New in College Football This Year: Parity

Upsets, surprises. CFB is more fun on the field than the NFL.
Sep 28, 2024; Tuscaloosa, Alabama, USA; GOP Presidential candidate Donald Trump waves flanked by former Georgia Bulldogs player Herschel Walker, recording art Kid Rock, professional golfer John Daily, Alabama senators Tommy Tuberville (R) and Katie Britt (R) during the second half of the game between the Alabama Crimson Tide and the Georgia Bulldogs at Bryant-Denny Stadium.
November 1, 2024

Mission Swing State: College Football’s Political Advertising Battle

Trump, Harris, and the PACs that support them are utilizing the sport.
October 31, 2024

The Untapped Revenue ‘Powder Keg’ of Women’s NFL Fandom

There’s a “boatload” of money at stake for brands and the league.
Oct 19, 2024; Gainesville, Florida, USA; Florida Gators quarterback DJ Lagway (2) shakes hands while entering the locker room after a game against the Kentucky Wildcats at Ben Hill Griffin Stadium.
October 28, 2024

NIL Director Is the Trendy New Job in College Sports. But the Role Is Chaos

Athletic departments nationwide are hiring for what’s become their most important position.
August 22, 2024

Marketing Stunt Had Major Cycling Race Start In Grocery Store

The Vuelta has a history of creative stage kickoffs.
August 26, 2024

Cooper Flagg Spurns Nike Ties for New Balance

Flagg is the projected top pick in 2025.
Sponsored

World Series Delivers High-Demand Marquee Matchup

The hype around the World Series matchup drove ticket prices to record levels—but the Dodgers’ dominance quickly quieted the fervor.
August 19, 2024

Jake Paul Claims He’ll Make $40 Million Off Tyson Netflix Fight

Paul and Tyson are set to fight in Texas in November.
August 16, 2024

Mets Bring Back Grimace in Latest Viral Gambit

Viral marketing is typical for the 2024 Mets, who have leaned in.
August 15, 2024

Saudis Make North American Soccer Inroads With Concacaf Deal

It’s PIF’s first North American soccer investment.
August 9, 2024

Are Track & Field Heading for a Divorce?

Money is rushing into running, but not jumping or throwing.