With new seasons for all three big basketball tournaments underway, X has secured exclusive hosting rights and is now pitching this as a valuable opportunity to advertisers.
Chat with the WNBA on the app This represents an increase of over 500% year-on-year, with over 25 Big 3 games being broadcast live on the platform, which could result in relevant promotions within the app.
According to X:
“Now in its seventh season, the BIG3 attracts a large fan base with high summer viewership compared to other major sports leagues such as the WNBA, NHL or MLS. During the 2022-2023 season, the BIG3 averaged 515,000 live viewers per game on CBS. Attendance broke a BIG3 record with an average of 15,000 fans per week. This engaged audience, combined with the BIG3’s unique ruleset, provides a unique opportunity for advertisers looking to reach the BIG3’s growing audience.”
Well, I’m not sure how valuable The Big Three, showcasing retired NBA players strutting down the half court, actually is as a brand tie-in event, but don’t get me wrong, some of these guys are unique athletes and there’s definitely some nostalgia value in seeing these guys compete once again.
But it’s not on the same level as the NBA and in terms of publicity, it’s not going to get the same reaction from the crowd.
But even so, 500,000 viewers last season was significant and may be a worthwhile consideration in the absence of alternative basketball options during the NBA offseason.
It’s unclear whether this will add significantly to X’s broader marketing as a video-first platform, but it’s a noteworthy new step.
