NBA Puts Rookie Cooper Flagg Front-and-Center in New “Start To Finish” Tip-Off Campaign
The NBA rolled out its 2025 season tip-off promo today a sleek, 30-second spot called “Start To Finish” that pairs established stars with the league’s brightest new face: Mavericks No. 1 pick Cooper Flagg. The ad, which also features Paolo Banchero, Jalen Brunson and Donovan Mitchell, leans into a simple message: championship runs in June start with the grind in October.
Produced with creative agency Translation and directed by Stuart McIntyre, the spot wraps with fans chanting “smart to finish,” a line the league is using as a rallying cry to tie regular-season work to postseason reward. The NBA will push the 30-second promo across out-of-home placements, digital, social and audio assets as it builds to opening night on Oct. 21, when a Western Conference doubleheader (Thunder vs. Rockets; Warriors vs. Lakers) will air on Peacock. American Express is the campaign’s principal partner.
Why Flagg’s inclusion matters
Featuring Cooper Flagg in the league’s flagship tip-off creative is a clear signal. As the No. 1 overall pick and one of the NBA’s most hyped rookies, Flagg represents the incoming generation of star power that the league wants to showcase to fans and partners. Putting him alongside established names like Donovan Mitchell and Jalen Brunson bridges generational appeal and helps the league market both present stars and future tentpoles.
Timing and context: a leadership shakeup behind the scenes
The campaign’s debut coincides with the departure of NBA Chief Marketing Officer Tammy Henault, who on her final day called the campaign a “full circle moment” in a LinkedIn post and framed the launch as a fitting send-off. Henault’s exit comes as the league implements a marketing reorganization, effective Oct. 1, that consolidates marketing functions across business areas and, according to league communications, there are no immediate plans to name a replacement amid the restructuring.
The marketing playbook: start now, finish bigger
The creative idea behind “Start To Finish” follows a familiar sports marketing playbook: compress the season-long journey into a cinematic, emotional arc that rewards viewers’ attention with a payoff in this case, the connection between October effort and June glory. The multimarket distribution (physical ads, social, audio) is designed to create repeated, high-frequency exposure in the weeks leading up to the first tip. For sponsors like American Express, the campaign provides a visually consistent platform to activate cardholder offers, hospitality opportunities and branded content tied to opening night.
What this says about the league’s priorities
There are two takeaways. First, the NBA is doubling down on star narratives that blend established household names with rookie intrigue to keep diverse audiences engaged across platforms. Second, the league sees its opening weekend and the new NBC/Peacock broadcast windows as a must-win moment for audience capture and sponsor value. That explains the polished creative, the cross-channel rollout, and the emphasis on rookies like Flagg who can drive long-term fan interest.
Bottom line
“Start To Finish” is more than a 30-second commercial: it’s the NBA’s opening salvo for a season the league hopes will convert casual viewers into long-term fans. Featuring Cooper Flagg signals the NBA’s intent to elevate the new generation while reminding audiences that every championship begins with the daily grind the kind of narrative that plays well on screens, in arenas, and in sponsor boardrooms.
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