H-E-B and the San Antonio Spurs are opening the NBA season with a new series of commercials, in-store surprises and exclusive branded merchandise, continuing a partnership that has produced an annual commercial series since 2004.
The spots feature Spurs stars Victor Wembanyama and De’Aaron Fox, guards Stephon Castle and Devin Vassell, last season’s sixth man of the year Keldon Johnson and the newest addition to the commercial lineup, Dylan Harper. The first spot launched during the team’s season opener, with additional commercials and videos, including appearances by the Spurs Coyote, releasing throughout the season.
“We look forward to the energy of each new season, and this year’s new commercials are all about connecting with our fans,” said Ashwin Nathan, SVP of marketing at H-E-B. “As longtime partners of the Silver and Black, we love bringing something fresh to the screen each season, and these new commercials are a perfect way to keep the fun going with the Spurs organization.”
In the first commercial, titled “Hardball,” a young fan uses his negotiating skills and H-E-B brand snacks to entice players into trading their belongings; minus a couple of jerseys and a pair of sneakers, the players shrug and claim the deals were worth it.
Branding itself the Spurs Game Day Headquarters, H-E-B will carry exclusive merchandise, including apparel and accessories, found only at select stores in San Antonio, Austin and South Texas starting in November. Customers who wear Spurs gear in store have a chance at surprise ticket and merchandise giveaways all season.
The commercials will air in the San Antonio and Austin areas and select South Texas cities, and on H-E-B’s YouTube page and social platforms.
Beyond the commercial series, H-E-B and Spurs Sports & Entertainment have partnered on community investment projects, player appearances and fan events. That includes H-E-B’s recent $500,000 commitment to fund youth basketball courts in underserved communities in San Antonio, Austin, Brownsville and Corpus Christi, coordinated with Spurs Give through the Spurs Play initiative.
H-E-B, with sales of more than $50 billion, operates 460 stores in Texas and Mexico and employs more than 175,000 partners. The San Antonio-based company has served Texans for more than 120 years.