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November 10, 2020
11/10/2020

NBA 2021 on Snapchat: Putting the Fan Experience in Center Court

The NBA Rebounds, Stronger Than Ever
The 2020 NBA season was unlike any other. For 141 days, arenas went dark. And when the lights finally came back on, players were facing off in “the bubble.” The NBA worked tirelessly to bring back the thrill of the game. Their innovations have been successful in keeping players and staff safe, so when this new kind of season tipped off, fans were ecstatic to get back what they missed most: basketball. The 2021 season is about to start with the Draft on November 18th and the energy around this upcoming season is electric. Snapchat is not gearing up for this upcoming season, we're already ready for it.
"Fans have always used Snapchat to bring themselves closer to NBA action, but this season it took on an entirely new meaning. Whether enabling fans to virtually walk the official NBA floor or create content wearing their favorite team's gear using AR technology, Snapchat was an integral part of the fan experience for the 2019-20 NBA Season Restart through the Finals."
- Sam Farber, NBA Vice President, Digital Media.
What Are Fans Missing Most?
The return of the NBA truly matters to fans. They are more passionate than ever. Over one-third of Snapchatters say that watching sports has become more meaningful.1This new fan experience isn’t the same. Fans may not be packed side by side in the arenas, and many of us can’t even go into a sports bar to watch the game.
There’s nothing like the spectacle of a basketball arena at game time. It sends our senses into overdrive — the sounds of swooshes and buzzers, the scent of stadium concessions, the bright strobe lights, the high-fives that really slap, the silences so immense they’re almost deafening. It’s an experience that can’t be replicated anywhere… except on Snapchat. 
The Arena Reimagined
There are many unknowns about the future of the fan experience in sports, but there’s one thing we do know: Snapchat has reimagined the arena for millions of fans.
Snapchats gives the NBA a place to connect with fans where they are while offering advertisers new sports audiences to reach. This is our sixth year partnering with the NBA, and this season Snapchat will have 2x more NBA content with NBA-produced shows, Highlights that update in real-time for every game of the season, as well as Snap-curated Our Stories.
Where Superfans, Bandwagon Fans, And Highlights-Only Fans Stay Up-To-Date On All Things NBA
Snapchatters watch Discover content to keep up with the latest in sports, and millions of people are consuming content on Snapchat every day. 40% of the US Gen Z population watched premium sports on Snapchat in September.2
And of course, the return of the NBA has increased the craving for more content by fans, as we see in the data from last season.
Snapchatters are not just consuming content on Snapchat — they’re actively creating and engaging at length with Filters and Lenses. NBA-themed Lenses garnered 20% longer playtime than US benchmarks.3
Meet The Fans In Our Arena
They're loud
NBA fans are very vocal about the league, their teams, and anything else that goes down during the game. Our NBA fans are talking, sharing, and reacting to the moments that matter most to them, from the regular season’s first game to the nail-biting playoffs. We see their conversations on Snapchat are ruled by their favorite players and teams.4
They cross age-groups
They're unique
Snapchat offers a nearly +16% incremental reach to TV among advertisers’ intended audience and a 45% incremental reach to TV among A13–24.5
The NBA Season Includes Many Major Opportunities to Connect With Fans
From the Draft to the Finals, there are so many incredibly exciting moments that matter to NBA fans. This season, every second counts, and our fans will be sharing each moment on Snapchat, giving your brand endless opportunities to engage and meet fans in the most expressive virtual arena out there. 
Y’all ready for this *season*? Snapchat sure is. Get started today.

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1Snap Inc. survey of US Snapchat users, August 16–18, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. How much do you agree with the following statement: “After games were cancelled/postponed in March due to COVID-19, watching sports has become more meaningful to me now.”; 809 respondents.
2Snap Inc. internal data September 2020.
3Snap Inc. internal data January 1, 2018–August 15, 2020. US Lenses containing the word NBA vs. US Lenses that ran during the same time frame.
4Internal Snapchat Caption and Search data, July–August 2020; Public Snaps & Our Story Submissions Only.
5Nielsen Total Ad Ratings Meta Analysis commissioned by Snapchat; 31 measured Snapchat + TV campaigns run from September 30, 2017–January 2, 2020; P18-49, P18-34, P13-24, P13-49, P13+, P18+, P18-54, P21+, P21-49, P21-54, P25-39, P25-54, M13-24, M18+; *Gen Z defined as P13-24, intended audience = target audience.