--- title: NBA x Agent00 | 8th Hashtag Sports Awards description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment image: https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/LrQnWwGo-xR1hEv7Z65-file.png --- NBA x Agent00 | 8th Hashtag Sports Awards [The 8th Annual Awards](https://www.hashtagsports.com/awards/shortlist-2026?hsLang=en) # NBA x Agent00 [NBA](https://www.nba.com) ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/LrQnWwGo-xR1hEv7Z65-file.png?width=1920&height=1080&name=LrQnWwGo-xR1hEv7Z65-file.png) Share [** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fnba-x-agent00) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fnba-x-agent00&text=NBA+x+Agent00+%7C+8th+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fnba-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. ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/LrQnWwGo-xR1hEv7Z65-file.png?width=1920&height=1080&name=LrQnWwGo-xR1hEv7Z65-file.png) 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. ** Nominations ** - Most Creative Partnership with an Athlete or Influencer **Organizations** - NBA **Featured** - Agent00 **Credits** **[ Bob Carney](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** SVP Social and Digital Content NBA **[ Adam Fedorko](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** VP Social and Digital Content Creation NBA **[ Jason Gilfillan](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Associate VP Influencer Content NBA **[ Bill Paden](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Director Social and Digital Content Creation NBA **[ Jeff Sanchez](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Director Talent, Influencer Content NBA **[ Kylie Bergen](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Senior Manager Content Planning, Influencer Content NBA **[ Nathan Chen](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Senior Production Assistant NBA **[ Ian McCoy](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Senior Director Digital & Social Live Content NBA **[ Samantha Morris](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Senior Manager Live Content, Operations & Logistics NBA **[ Lauren Ware](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Director Social and Digital Production Management NBA **[ Natalie LaBumbard](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Manager Production Manager, Content Creation NBA **[ Tim Frank](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** SVP League Operations Communications NBA **[ Amanda Thorn George](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** SVP Global Partnerships, Social Impact and International Communication NBA **[ Maureen Coyle](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** VP League Operations Communications & Communications Event Management NBA **[ Eyasu Delesa](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Senior Manager Media Partnerships, Social/Digital and Entertainment Communication NBA **[ Carly Nevis](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Senior Manager DTC and Vertical Content Creation NBA **[ Mike Popavero](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Senior Production Assistant NBA #### INSPIRED TO ENTER WORK? 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