Retailers Take Their Shot at New NBA Season

With the NBA's 73rd season tipping off this week, regional grocers are shooting for new partnerships to reach common fan bases.

The Philadelphia 76ers and Giant Food Stores announced a new multiyear partnership with a significant emphasis on community engagement. And in San Anotonio, H-E-B is rolling out a new batch of popular commercials highlighting its association with the NBA's Spurs.

“Giant is a tremendous partner for our organization because they match our commitment to community that we so greatly value and embrace,” Philadelphia 76ers President Chris Heck said about the new program. “We look forward to working together with Giant to positively impact the lives of thousands of youth and area residents in the greater Philadelphia area during this exciting season of 76ers basketball.”

As a part of the partnership, Carlisle, Pa.-based Giant will be named an official partner of the 76ers and will have a presence at the Wells Fargo Center, the 76ers' 19,500-seat arena. In addition to Giant's name and logos being present at all Sixers home games, the two organizations will also develop new promotions for 76ers fans across greater Philadelphia to enjoy. 

“Leaders on and off the court, the 76ers are passionate about giving back to their community and just like us, they want to do all that they can to make Philadelphia a great place to work, live and play,” said Matt Simon, chief marketing officer of Giant Food Stores. “As Giant continues to grow in this great city, we’re proud to be partnering with an organization that shares our commitment to philanthropy, and we look forward to working with them to do good across Philadelphia.”

The partnership officially tipped off with a surprise basketball clinic at a North Philadelphia elementary school, led by 76ers alumnus Marc Jackson. Giant associates from across the Philadelphia area volunteered at the event and also presented the school with a surprise donation of sports equipment, first aid kits and healthy snacks. 

Through the partnership, Giant and the 76ers aim to leverage their shared philanthropic commitments to make a meaningful difference in their communities. Giant will also serve as the presenting partner of the 76ers’ 2020 Child Hunger Awareness Campaign and be involved with the 76ers’ annual Season of Giving and the fifth annual Sixers Youth Foundation Gala. 

Photograph courtesy of Giant

The 76ers deal continues sports-related partnerships and community efforts as Giant expands its presence in Philadelphia, where it is developing Giant Heirloom neighborhood stores and announced plans for a new flagship supermarket. The chain in 2018 began a similar relationship with the Philadelphia Phillies. Also this week, Giant's Ahold Delhaize-owned sister company Stop & Shop, also a Ahold Delhaize company, just re-upped a multiyear partnership with the NFL's New York Giants. 

H-E-B Shoots With Spurs

H-E-B's longstanding partnership with the Spurs includes six new commercials that will air during Spurs games. The 30-second spots showcase a star-studded cast that includes LaMarcus Aldridge, DeMar DeRozan, Rudy Gay, Patty Mills and new Spurs shooting guard Bryn Forbes. In addition to current players, viewers will see Spurs legends such as Bruce Bowen, Sean Elliott, Manu Ginobili, Tim Duncan and Pro Basketball Hall of Fame inductees David Robinson and George Gervin.

“Every year, the players love making them and the fans love seeing them,” said Cory Basso, group VP of marketing and advertising for San Antonio-based H-E-B. “I recently noticed an award on my shelf and realized this was the 15th anniversary of us doing commercials with the Spurs.”

In this year's run of ads, a number of fun plot lines involve the five-time NBA champion club's players. In one spot, Spurs players dress up as pirates and get animated, while the Spurs Coyote cooks up something smoky, and in another Ginobili and Bowen fancy some cheesy art by San Antonio artist Rob the Original. H-E-B says that their commercials also include Spurs players doing yoga, ax throwing and poking fun at each other. Specifically, the ads will spotlight a collection of H-E-B products and Primo Picks, such as Meal Simple, H-E-B Mootopia, H-E-B Natural beef and H-E-B seafood and sushi. Fans will also get a glimpse at the “All Tony Vehicle,” which was designed by Duncan’s BlackJack Speed Shop for fellow Spurs legend Tony Parker.

The first two commercials will be shown during the KENS 5 TV broadcast and in the arena for the Oct. 23 season opener against the New York Knicks. Remaining commercials will air in the San Antonio area during upcoming games. Once released, fans can watch all the commercials on the Spurs partnership page.

The ongoing collaboration between H-E-B and Spurs Sports & Entertainment goes beyond TV commercials with community investment projects and player appearances and fan appreciation events throughout the years.

In the past year, H-E-B has continued to grow, unveiling new state-of-the-art store locations and a tech hub near its San Antonio headquarters.