Mumbai: DoorDash, the nation’s leading last-mile logistics platform, and the National Basketball Association (NBA) today announced a multiyear marketing partnership that makes DoorDash the Official On-Demand Delivery Platform of the NBA, WNBA and NBA 2K League.
DoorDash is tipping off the partnership today to coincide with the start of the 2020 NBA Playoffs. As the NBA’s first partner in the on-demand delivery platform category, DoorDash is launching its #PlayItForward Challenge, a new social media campaign designed to unite communities and encourage fans to support Black-owned restaurants. Ensuring greater inclusion of Black-owned and operated businesses across NBA business activities addresses a central goal of the 2019-20 NBA season restart, which is to find tangible and sustainable ways to address racial inequality across the country.
As part of the #PlayItForward Challenge, DoorDash will continue its commitment to support Black communities and donate $1, up to $100,000, to the National Urban League for every order placed from a Black-owned restaurant* on the DoorDash platform through the end of August. DoorDash will also offer $0 delivery fees** from all merchant partners in DoorDash’s program to support Black-owned businesses on DoorDash through the end of 2020. Hundreds of Black-owned, independent restaurants across the nation opted into DoorDash’s program to support Black-owned businesses and are searchable on DoorDash by keyword “Black owned”.
The challenge encourages participants to use their social platforms to highlight Black-owned restaurants in their neighborhoods, while challenging followers and fans to #PlayItForward by supporting and bringing awareness to Black-owned restaurants. In partnership with the National Basketball Players Association (NBPA), the #PlayItForward Challenge tipped off on social media with support from more than 10 NBA Players, including Bradley Beal, Shai Gilgeous-Alexander, Aaron Gordon, Jrue Holiday, CJ McCollum, Donovan Mitchell, Ja Morant, Jamal Murray and Dennis Schröder.
DoorDash will also become the first-ever Presenting Partner of the NBA 2K League Playoffs and Finals, executing in-game activations that will bring fans special moments and relevant experiences through custom integrations and features. The 2020 NBA 2K League Playoffs delivered by DoorDash will take place Thursday, Aug. 20 and Friday, Aug. 21 at 5 p.m. ET and Saturday, Aug. 22 at 2:30 p.m. ET, and culminate with the 2020 NBA 2K League Finals delivered by DoorDash on Saturday, Aug. 29 (time TBA). All Playoffs and Finals games will air live on the NBA 2K League’s Twitch channel in addition to select matches airing live on ESPN’s digital platforms and the NBA 2K League’s YouTube channel. ESPN2 will air games live Friday, Aug. 21 from 6 p.m. – 11 p.m. ET and Saturday, Aug. 22 from 3 p.m. – 5 p.m. ET.
“Growing up in Illinois as an avid basketball fan, I have always loved the sport and the joy it brings to communities. We are so proud to be the inaugural on-demand food platform partner for the NBA, an innovative and dynamic league,” said Tony Xu, DoorDash CEO and Co-founder. “This partnership will bring together food, sports, culture and technology to create memorable experiences for fans, while at the same time advancing our shared values of diversity, access and empowering local communities.”
When fans across the U.S. and Canada tune in to NBA, WNBA and NBA 2K League games from their homes, DoorDash aims to elevate the gameday experience by creating exclusive offerings throughout the partnership. DoorDash will also become an associate partner of future marquee events during NBA All-Star.
“This new partnership is a timely first for us as DoorDash is uniquely positioned to amplify our efforts to engage with fans who are watching games from their homes while also stepping up to support the Black-owned businesses in their communities – a key priority and area of focus across our leagues,” said Dan Rossomondo, Senior Vice President, Head of Media & Business Development, NBA.
DoorDash also launched today a new multi-platform ad campaign titled “Food Is Life” that spans TV, digital and social media. The TV spot merges the world of authentic fan footage with attention-grabbing graphics, taking consumers on a visual journey that highlights the breadth of cuisines available through DoorDash and the feelings evoked by the NBA’s greatest moments.