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.
In part seeking to aid the NBA’s efforts on Black empowerment, DoorDash has created the new #PlayItForward Challenge. The company will donate $1 to the National Urban League for every order placed through the DoorDash platform to a Black-owned restaurant, up to $100,000. DoorDash will also offer $0 delivery fees from all merchant partners in its program to support Black-owned businesses.
The #PlayItForward Challenge is being supported on social media by more than 10 NBA players, including Washington Wizards guard Bradley Beal and New Orleans Pelicans guard Jrue Holiday.
“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,” said Tony Xu, DoorDash chief executive and co-founder.
In the agreement, DoorDash will become the first-ever presenting partner of the NBA 2K League Playoffs and Finals, and will see a series of in-game activations with that property. DoorDash will also also become an associate partner of future league marquee events, and will create other exclusive offers for fans.
A new multiplatform ad campaign, entitled ‘Food is Life’, will highlight the company’s new NBA partnership, featuring fans celebrating live sports at home with food.
The NBA’s home-based audience, like that of any other major sports league league, is particularly critical now due to widespread restrictions on live attendance due to the ongoing Covid-19 pandemic.
“This new partnership is a timely first for us as DoorDash is unique 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, NBA senior vice president and head of media and business development.
Financial terms were not disclosed.