NBA Jamthe return. Or almost. The big league is stopping in Paris this week with, in addition to Spurs and Pacers in its suitcases, a concept never yet available as part of its Parisian appointments: a “NBA Paris Jam”, scheduled for the two Friday between the two NBA meetings, a new celebrity match for fans.
For the latter, it would be the promise ” to participate in an interactive celebration around Basketball, NBA and popular culture “, To use the words of a representative of the League in Europe, when his Revolut partner speaks of” fry[er] The worlds of sport and entertainment ».
This idea of bringing together the two universes does not date from this 2025 edition of “NBA Paris Games”. A bit like what has been practiced for years at the Parc des Princes with the PSG VIP square, these regular regular season games are an annual opportunity for the stars of sport, music or showbiz to show up. A concept old like television.
A skewer of youtubers
Last year, at the forefront alongside the star of the MMA Ciryl Gane, we found for example the triplet of Youtubers, among the most followed in the country, Squeezie (19.3 million subscribers), Mister V (6.4 million) and Mastu (6.5 million). Léna situations (2.9 million) or Domingo (960,000) were also there.
Whether lovers of the discipline, such as Mister V, or not, seems to have little importance. But what interest has a brand as powerful as the NBA, particularly well established in France, to call on these influencers? For Vincent Manilève, independent journalist specializing in web culture, their presence obviously exceeds the only framework of basketball.
« Influencers are the new stars, comparable to actors, rappers … or even they are above notoriety. The presence of a creator is the almost assured guarantee of content on his social networks, at least one “story” to thank the brand that invited. A Natoo story has much more weight “Brand Awareness” (notoriety) ”, analyzes the specialist.
Weight and ” credibility According to Gwarlann de Kerviler, associate professor in marketing at the Iéseg School of Management. The creator will be able for example to indirectly summon to his audience: ” This is where you have to be, where it matters. » « It is more authentic and credible with a word closer than if the NBA or a star says it. The interest is to go capture the hearing of the influencer, which is not necessarily his usual audience Summarizes the teacher-researcher.
Tell the story
The latter also highlights the concept of ” creativity “Who sticks to influencers:” The creative approach interests the brand, it is a new way of talking about it, its matches, of telling the story. »
The presence of Léna situations can, for example, bring a touch ” plus glamour To the event by drawing attention to it with a community that does not necessarily have an appetite for basketball and its NBA brand. Even if it means annoying the “purists” fans who could not have dropped a ticket for the matches?
-« I totally agree with the public who could potentially be embarrassed or frustrated. If I was the 16 year old Yvick in Grenoble, I would be the first outraged and to make valves on Twitter. Now from Tissot's point of view (Editor's note: “title” partner of the event and official timer of the NBA since 2015) Who invests a lot of money and wants a return on investment, this is normal. It's a bit of the game of capitalism! If I do an event, I bring people, brands … it's the world of entertainment and showbiz. It's more complicated than putting enthusiasts in the first row “, Confides to BasketUSA Mister V.
The latter, who says he understand the two ” camps “Reports that Squeezie” is much more passionate about basketball Since last year's Paris meeting. During his visit to Los Angeles a few weeks later, the content creator had attended Lakers and Clippers matches.
Mister V refused NBA Jam
Feeling ” legitimate “There,” Yvick “will still be present this season at Accor Arena de Bercy, for one of the two games. On the other hand, he did not follow up on the invitation for the NBA Jam. “” I said it didn't interest me. It is a match that people will watch with second degree, it is not that what I want to do “, Defends the thirty -something, where other creators can more difficult to refuse to offer such an exhibition.
Because as Gwarlann de Kerviler says, “ There are few elected officials. By being spotted by the NBA with privileged access to this event, we differentiate ourselves, we are credible. It is a moment of life that comes out of the ordinary, something strong enough to tell. Which is interesting for the influencer in terms of audience and enlargement of his community. This is important for its strength, its legitimacy. »
It is also an opportunity for the creator to generate opportunities for future collaborations, whether with the NBA in itself, or by making the network with other influencers. Of the win-win. Marriage between the two universes therefore has every reason to be sustainable and develop, like the partnership established between Mister V and Paris Basketball.
But beware, ” It is essential that this association is authentic, otherwise the connoisseurs will quickly detect it. If it is, you can be extremely creative. This mixture between sport and entertainment is one of the development options for sports brands “, Judge Jérôme de Chaunac, deputy director general in charge of income from the Parisian club.
« Everything binds us in fact, it's natural and it's good that it happens because it allows the public and young people to make binders and to have even more affect “, Complete Mister V. when Vincent Manilève also notes that” environments are merging. Léon Marchand recently had an hour of streaming with Squeezie. This offers a 'safe' framework where we are not going to annoy the personality with 'questions of journalists'. The movement is being established. The influencer is taking the place of celebrities and the media in general because of the communication channels he has. »
