The Larry O’Brien Trophy: Stories Behind Champions

ABOUT THIS ENTRY

The Larry O’Brien Trophy's journey to the NBA Finals embarked on a quest to uncover the essence of what makes this game and becoming a champion extraordinary. Along the way, it connected with celebrities, athletes, champions, creators, and fans globally, gathering heartfelt stories and cherished memories of NBA Finals players and what it takes to be a champion.

How does this represent "Excellence in Engagement"?

The 2024 Larry O’Brien Trophy Tour sets new benchmarks in fan engagement by combining high-profile celebrity interactions, storytelling, and strategic use of social media to reach a global audience. The 2024 Larry O’Brien Trophy Tour paves the way for how brands use a prop to develop creative storytelling content.

By featuring the trophy at diverse events and leveraging third-party platforms, the tour expanded its reach beyond traditional basketball fans, engaging a broader and more varied audience. The tour's success in generating 466.7 million impressions and 389 million video views demonstrates the power of strategic partnerships and innovative content in driving fan engagement. This approach not only enhances the visibility of the NBA Finals but also brings fans closer to the game.

The tour's ability to create cohesive narratives and themed content that resonate with fans sets a new standard for how sports organizations can connect with their audiences.

Objective

The 2024 Larry O’Brien Trophy Tour was part of a strategic effort to deepen fan engagement and expand the NBA's global reach by tapping into the trophy’s unique ability to elicit memories and stories. Building on the success of the inaugural tour, this year's campaign aimed to meet champions in their respective fields and learn about what it takes to be a champion. By interacting with global icons across various industries, the tour sought to unearth fans’ recollections of iconic NBA moments and highlight what makes being a champion so special.

Leveraging third-party platforms and social media allowed the NBA to connect with new and expansive audiences, ensuring the tour's content reached fans beyond traditional basketball circles. The goal was to create a multifaceted campaign that both celebrated the NBA Finals, and highlighted the cultural significance of the trophy and sport. Through inventive integrations and themed content, the tour aimed to create a cohesive and engaging narrative that would captivate fans and share ‘Larry’ with the world through on-the-ground fan activations.

This journey celebrated the passion, dedication, and unity that define the game, underscoring the unforgettable moments and inspiring triumphs that make the NBA Finals a pinnacle of sports excellence.

Strategy & Execution

The 2024 Larry O'Brien Trophy Tour was designed and implemented to captivate the modern sports fan by tapping into some of the most high-profile events, celebrities, athletes and more with the goal of driving awareness and excitement for the NBA Postseason. The tour featured the trophy at events like the UFC 300, F1 Miami Grand Prix, and Netflix is a Joke Fest - G.R.O.A.T. The Greatest Roast Of All Time: Tom Brady, ensuring visibility across a range of sports.

Additionally, unique collaborations with celebrities and athletes, such as Mariah Carey, the USA women’s gymnastics team including Simone Biles and Jordan Chiles, Tom Brady, Michael Phelps, Bad Bunny, Lil Wayne, and more, created memorable moments that resonated with fans globally.

Fans could easily follow the trophy's journey on platforms NBA and third-party (celebrity, brand, media entity, etc.) social and digital platforms, providing real-time updates and exclusive access. This approach ensured the tour was engaging, accessible, and aligned with contemporary fan interests.

Featured Musicians include: Drake, Camila Cabello, Bad Bunny, French Montana, Anuel AA, Becky G, 50 Cent, Davido, Lil Wayne, arcangel, Enhyphen, Prince Royce, Luis Fonsi, Mariah Carey, 2 Chainz, Myke Towers, MetroBoomin, Chloe Bailey, Fat Joe, Busta Rhymes, Coco Jones, Cedric the Entertainer, Rick Montaner, Timmy Trumpet, Jordin Sparks, Tainy, will.i.am, Ja Rule, Raekwon, Queen Latifah, Beanie Sigel, Isiah Rashad, Dre (from Cool & Dre), Philly Freeway, SiR, Ray Vaughn, Memphis Bleek, Flava Flav, CL Smooth, Phillip Phillips, M.O.P, Melle Mel, Noah Kahan, LE SSERAFIM, Leon Bridges, Jermaine Dupri, and Kevin Liles

Featured Athletes include: Dwyane Wade, Odell Beckham Jr., Tom Brady, Carlos Sainz, Lando Norris, Charles Oliveira, Simone Biles, Nyjah Huston, Rob Gronkowski, Pierre Gasly, Max Holloway, Sean O’Malley, Draymond Green, Magic Johnson, Alex Pereira, Michael Phelps, Julian Edelman, Angel Reese, Ray Allen, Tyreek Hill, Justin Gaethje, Esteban Ocon, Michael Strahan, Charles Leclerc, Sunisa Lee, Arman Tsarukyan, Titus O’Neal, Zhang Weili, John Daly, Ken Griffey Jr., Cooper Flagg, Aljamain Sterling, Kenny Smith, Isiah Thomas, Tony Finau, Richard Jefferson, Juan Toscano-Anderson, Braxton Berrios, Kamilla Cardoso, Caron Butler, Tony Kanaan, Edgar Berlanga, Emerson Fittipaldi, Jamahal Hill, Zay Flowers, Kyle Larson, Pietro Fittipaldi, Chris Brickley, Charles Woodson, Michael Block, Alex Hideo Shibutani, Maia Harumi Shibutani, Kayla Harrison, Vince Carter, Calvin Kattar, Oscar Piastri, Callum Ilott, Frank Clark, Quenton Nelson, Josef Newgarden, Andrew Whitworth, Graham Rahal, Sting Ray Robb, Byron Scott, Tamika Catchings, Kristi Yamaguchi, Danny Amendola, Shilese Jones, Mario Andretti, Drew Bledsoe, Christian Lundgaard, Maiya Tanka, Scout Bassett, Donovan Smith, Chloe Chambers, Alex English, David Justice, Kyffin Simpson, Rodney Harrison, Nate Solder, Rohit Sharma, Najmul Hossain Shanto, Sergio Ramos, Yuvraj Singh, Bayley, Naomi, David Ortiz, Cody Rhodes, Bianca Belair, Lina Fanene, Shinsuke Nakamura, Jade Cargill, Lauri Hernandez, Johnny Gargano, Karl Anderson, Austin Theory, LA Knight, Tiffany Stratton, Jordan Chiles, CC Sabathia, Doc Gallows, Angelo Dawkins, Tommaso Ciampa, Grayson Waller, Santos Escobar, Briana Brandy (B-Fab), and Sam Peszek

Featured Actors include: Kevin Hart, Chris Hemsworth, Gabrielle Union, Barbara Palvin, Keke Palmer, Anya Taylor-Joy, Dylan Sprouse, Blaise Ffrench, Austin Butler, Stef Roitman, Darren Barnet, Dascha Polanco, Xochitl Gomez, Lucien Laviscount, Ken Jeong, Michael Evans Behling, George Lopez, ALOK, Anthony Ramos, Roland S. Martin, Jeff Ross, John Cho, Lisa Ann Walker, Drew Powell, Erica Ford, Maia Kealoha, and Hoa Xuande

Featured Comedians include: Lilly Singh, Jimmy Kimmel, Anthony Anderson, Deray Davis, Lil Duval, and Lil Rel

Featured Media Personalities include: Bella Poarch, Dave Portnoy, Stephen A. Smith, Mario Lopez, Rocsi Diaz, Robin Roberts, Molly Qerim, Van Lathan Jr., Malika Andrews, Guillermo, Jesse James Palmer, Rich Eisen, Ernie Johnson, Jenn Tran, Kit Hoover, Christine Williamson, Amin Elhassan, Charlotte Wilder, Tas Melas, Trey Kerby, Wosny Lambre, Jomi Aderniran, and Henry Lockwood

Featured Creator includes: Kai Cenat, Jeff Hamilton, Vic Blends, Jesser, Agent 00, Kayla Nicole, Kris London, Davis Dodds, Mariah Rose, Chris Ying, and King Halo

Organizations

• NBA

Featured

• 47 musicians
• 110 athletes
• 27 actors
• 6 comedians
• 23 media personalities
• 11 creators

Credits

Bob Carney
Senior Vice President, Social and Digital Content
NBA

Ashley Atwell
Vice President, Social and Emerging Media Lead
NBA

Adam Fedorko
Vice President, Social and Digital Content Creation
NBA

Jason Gilfillan
Associate Vice President, Creator Content Lead
NBA

Jasmin Marquez
Senior Director, Programming and Music Business Operations Lead
NBA

Heather Messer
Senior Director, Event Operations, Event Administration Lead
NBA

Jeff Sanchez
Director, Talent and Creator Content
NBA

Jake Freeman
Director, Social Content, Content Planning Lead
NBA

Bill Paden
Director, Social and Digital Content Creation
NBA

Leah Berry
Senior Manager, Social and Digital Content Creation Management
NBA

Willie Brown
Senior Manager, Social Content - Snapchat and TikTok Platforms Manager
NBA

Jenny Fischer
Senior Manager, On-Site Content Creation Lead
NBA

Carly Nevis
Manager, DTC and Vertical Content Creation
NBA

Elias Williams
Manager, Social Content, Content Planning - Promotional Content
NBA

Katy Snyder
Associate Manager, Production Management Associate, LP&E
NBA

Sherman Gomez
Senior Editor
NBA

James Johnson
Senior Editor
NBA

Gerard Nocera
Senior Production Assistant
NBA

Alexa O'Neil
Social Content Project Manager
NBA

Amanda Thorn George
Senior Vice President, Global Partnerships, Social Impact and International Communications Lead
NBA

Natalie Martinez
Senior Manager, Global Fan Marketing Strategy Lead
NBA

Jacinda Ortiz
Senior Director, Media, DTC and Entertainment Communication
NBA

Kevin Alonzo
Senior Manager, International, Digital, DTC and Elite Basketball Communications Specialist
NBA

Chris El-Dabh
Senior Manager, Global Partnerships, International and Finance Communications Specialist
NBA

Eyasu Delesa
Manager, Digital Media, DTC & Entertainment Communications
NBA

Jenny Whitlock
Senior Vice President, Head of Global Fan Marketing
NBA

Kara Dean
Vice President, Partner Marketing Lead
NBA

Alex Gerson
Vice President, Global Fan Marketing Lead
NBA

Timothy Hammond
Senior Director, Global Fan Marketing
NBA