NBA launches multiplatform marketing campaign for kids

NEW YORK – The National Basketball Association (NBA) today announced details of NBA Hoop Troop, the league’s interactive youth platform aimed at increasing consumption among boys and girls ages 6 to 12.  The program will include digital and programming components as well as a multifaceted digital, print, and television campaign.

“Basketball is the number one team sport played by children in the U.S., presenting an enormous opportunity for the NBA to build on this interest in our game,” said NBA Senior Vice President of Marketing Brian Flinn. “When people have an interest in the NBA at an early age, they are much more likely to be passionate and avid fans as adults.”

The NBA developed the content and experience aspects of this new platform in partnership with Cartoon Network and in close consultation with youth-marketing agency, The Geppetto Group.

Highlights of the program include:

  • Digital: As an extension of the NBA’s joint venture with Turner Sports, includes a mix of video, original programming, streamlined scores and standings, games, interactive features, a membership component, and other league and partner content. 
  • Programming: Every Sunday, the NBA, in partnership with Cartoon Network, is airing Run It Back, a one-hour cut-down version of one of TNT’s Thursday games with pop-up graphics, trivia, and interstitials.
  • Membership: Kids visiting the NBA Hoop Troop website,, can redeem points that they earn both online (watching videos, playing games), and offline (attending NBA events, playing basketball), to create a virtual, customized “NBA Amazing Arena” – an immersive environment populated with game-centric and fantastical elements.  
  • Promotion: In addition to the first comprehensive advertising campaign targeting kids, the Shot Clock Shopping Spree is a nationwide promotion launching at NBA All-Star Jam Session presented by adidas. The event will offer kids the chance to enter a sweepstakes online or in person. The three grand-prize winners will receive a shopping spree in New York City with an NBA player.

About NBA Hoop Troop
By introducing children to the inclusive and exciting nature of basketball, NBA Hoop Troop aims to create lifelong NBA fans.  NBA Hoop Troop promotes the core values of our game – teamwork, sacrifice, discipline, dedication, and sportsmanship – both on and off the court to boys and girls ages six to 12.  Through online activities, grassroots events, in-game experiences, and programming partnerships, this youth initiative encourages all levels of participation in the game of basketball at key points in a young person’s life.

About Cartoon Network
Cartoon Network (, currently seen in more than 99 million U.S. homes and 166 countries around the world, is Turner Broadcasting System, Inc.’s ad-supported cable service now available in HD offering the best in original, acquired and classic animated entertainment for kids and families.  Nightly from 9 p.m. to 6 a.m. (ET, PT), Cartoon Network shares its channel space with Adult Swim, a late-night destination showcasing original and acquired animation for young adults 18-34.  Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.