The National Basketball Players Association, the union for National Basketball Association players, and its for-profit arm, Think450, entered into a partnership with social media publishing tool Opendorse Thursday.
The pact gives NBA players and brand partners an easy way to manage execution of their content and campaigns on social platforms.
Educational resources will also be provided to help players build and monetize the value of their names, images and likeness rights.
Once participants in a campaign are designated, brands can use the Opendorse platform to send players “tap-to-publish” posts—one tap publishes the content to Facebook, Instagram and/or Twitter if the player has no issues with it—and marketers can measure the performance of individual posts and entire campaigns in real-time.
NBA players produced 1.6 billion social media engagements and 1.52 billion video views in 2019—more than any other North American sports league, despite having the fewest active athletes—Opendorse said.
Opendorse CEO Blake Lawrence said in a statement, “By the numbers, NBA players are the most marketable in North American sports. We aim to not only bring these athletes more opportunities, but also make their influence on social more accessible to the brands that support them. I’m thrilled to join the NBPA and Think450 in maximizing value and marketability for NBA players with social media.”
Think450 president Payne Brown added, “It is our mission to provide our members with as much value beyond the court as possible. We recognize that our players have incredible reach and influence on social media, making them powerful voices in their communities and valuable additions to brands’ ongoing activations. This partnership with Opendorse means more opportunities for players to use their platforms and work with organizations that align with their core values.”
And Brooklyn Nets guard and NBPA member Caris LeVert said, “It’s exciting to see the NBPA take the next step to help the players and brands work together. As NBA players, we are always juggling different obligations, and having a tool like Opendorse to streamline the process of working with brand partners makes our lives that much easier.”