This article was first published by Digiday sibling ModernRetail
With the NBA Finals between the Indiana Pacers and Oklahoma City Thunder in full swing, brands are getting in on the excitement.
Athletes and sporting events have become a major play for consumer brands trying to cut through the noise and stay relevant. Whether it’s through participating in memes, sponsoring athletes, or running promotions and giveaways, brands want to tap into adrenaline-filled moments. Case in point: the 2025 NBA playoffs and finals, in which both major companies like Chipotle as well as emerging brands like Lemon Perfect are capitalizing on the fans’ excitement.
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