NPBA’s For-Profit Arm THINK450 Links Up With Opendorse

A new partnership has been established between the National Basketball Players Association (NBPA), its for-profit arm, THINK450 and Opendorse in a bid to enhance social participation for NBA players.

Product partners, sponsors, and licensees can personalise social media promotions powered by NBA players through a single platform with Opendorse. Once members of a campaign are established, brands use Opendorse to send tap-to-publish posts to players, allowing accurate and timely activations customised to achieve the desired outcomes for the brand.

THINK450 president Payne Brown commented: “It is our mission to provide our members with as much value beyond the court as possible.  We recognise that our players have incredible reach and influence on social media, making them powerful voices in their communities and valuable additions to brands’ ongoing activations.

“This partnership with Opendorse means more opportunities for players to use their platforms and work with organisations that align with their core values.”

The software aims to make it simpler and more regular for players to interact and get paid opportunities. With a single tap, each player participant can authorise and publish content to their personal channels on Twitter, Facebook , and Instagram.

NBPA member and Brooklyn guard Caris LeVert said: “It’s exciting to see the NBPA take the next step to help the players and brands work together. As NBA players, we are always juggling different obligations and having a tool like Opendorse to streamline the process of working with brand partners makes our lives that much easier.”

There have never been more eyes on social media, with user interaction during coronavirus outbreak reported to be as high as 75 percent. And no group of athletes in North American sports can match the popularity and commitment of NBA players with their fans. NBA players created more combined social media impressions (1.6 billion) and video views (1.52 billion ) in 2019 than any other category in North American team sports despite having the fewest participating athletes.

“By the numbers, NBA players are the most marketable in North American sports,” said Opendorse CEO Blake Lawrence. “We aim to not only bring these athletes more opportunities but also make their influence on social more accessible to the brands who support them. I’m thrilled to join the NBPA and THINK450 in maximising value and marketability for NBA players with social media.”