NBA x Agent00

ABOUT THIS ENTRY

The NBA partnered with popular streamer Agent00 to give fans unprecedented, creator-led access to the league’s biggest global events, from the NBA Finals to the Basketball Hall of Fame and international Global Games. By embedding Agent inside these tentpole moments and allowing him to livestream authentic behind-the-scenes experiences, the partnership generated hundreds of millions of views and demonstrated how creator culture can transform sports fan engagement.

How does this represent "Excellence in Engagement"?

The NBA x Agent00 partnership establishes a new benchmark for fan engagement by integrating creator culture directly into the league’s biggest moments.

Instead of simply using influencers to promote content, the NBA positioned Agent as an authentic participant within the NBA ecosystem, giving him access to events traditionally reserved for players, media, and league partners. This allowed fans to experience the NBA through the perspective of a creator whose voice already resonates deeply with younger audiences.

The collaboration also demonstrated how livestreaming and creator ecosystems fundamentally change the distribution model for sports content. Viral clips from Agent’s streams spread rapidly across fan accounts, aggregator pages, and creator communities, expanding the reach of NBA storytelling far beyond traditional channels.

By embedding a leading digital creator inside global tentpole events, from the NBA Finals to international games, the NBA created a blueprint for the future of sports marketing: one where creators are not simply promotional partners, but storytellers who bring fans closer to the game than ever before.

Objective

The NBA partnered with streamer Agent00, a member of the influential AMP creator collective, to redefine how fans experience the league’s biggest global moments. The objective was to meet modern sports audiences where they increasingly consume content: through creators, livestreams, and community-driven digital platforms.

Rather than positioning a creator as a traditional promotional partner, the NBA embedded Agent directly within marquee events such as the NBA Finals, Basketball Hall of Fame Enshrinement Weekend, NBA Global Games, and the NBA Cup Creator Cup. The goal was to give fans unprecedented behind-the-scenes access to these iconic moments through the authentic lens of one of basketball culture’s most recognizable personalities.

By empowering Agent to document his experiences in real time through livestreaming and social content, the NBA sought to create a new model for fan engagement where audiences could experience the league alongside a creator they trust. Ultimately, the partnership aimed to demonstrate how sports properties can evolve storytelling and cultural relevance by embracing the creator economy and integrating influencers directly into the fabric of their biggest events.

Strategy & Execution

The strategy focused on embedding Agent00 directly into the NBA’s most prestigious events and empowering him to capture the experience through authentic, unscripted storytelling.

At the 2025 NBA Finals, Agent attended Media Day and Games 1 and 7, livestreaming his journey while interviewing players, exploring the arena, and interacting with fans. Moments from these streams, including challenges with players and spontaneous interviews, were transformed into social content across NBA and creator channels.

The collaboration expanded to the Basketball Hall of Fame Enshrinement Weekend, where Agent livestreamed his tour of the Hall, shared emotional reactions to historic exhibits, and interacted with legends including Isiah Thomas and Dominique Wilkins. The NBA also integrated Agent into international Global Games activations, where he connected with fans courtside in Macau and participated in creator-led experiences designed to celebrate basketball’s global culture.

Finally, Agent played a central role at the PlayStation NBA Creator Cup at NBA Cup, livestreaming his day in Las Vegas and coaching creators participating in the event.

By prioritizing authenticity and real-time storytelling, the NBA embraced the unpredictable nature of creator content—where unscripted moments often become the most viral and culturally resonant pieces of content.

Organizations

• NBA

Featured

• Agent00

Credits

Bob Carney
SVP Social and Digital Content
NBA

Adam Fedorko
VP Social and Digital Content Creation
NBA

Jason Gilfillan
Associate VP Influencer Content
NBA

Bill Paden
Director Social and Digital Content Creation
NBA

Jeff Sanchez
Director Talent, Influencer Content
NBA

Kylie Bergen
Senior Manager Content Planning, Influencer Content
NBA

Nathan Chen
Senior Production Assistant
NBA

Ian McCoy
Senior Director Digital & Social Live Content
NBA

Samantha Morris
Senior Manager Live Content, Operations & Logistics
NBA

Lauren Ware
Director Social and Digital Production Management
NBA

Natalie LaBumbard
Manager Production Manager, Content Creation
NBA

Tim Frank
SVP League Operations Communications
NBA

Amanda Thorn George
SVP Global Partnerships, Social Impact and International Communication
NBA

Maureen Coyle
VP League Operations Communications & Communications Event Management
NBA

Eyasu Delesa
Senior Manager Media Partnerships, Social/Digital and Entertainment Communication
NBA

Carly Nevis
Senior Manager DTC and Vertical Content Creation
NBA

Mike Popavero
Senior Production Assistant
NBA