Formula 1 and the National Basketball Association teamed up for a first of its kind content and activation partnership at the weekend – celebrating the NBA’s 75th anniversary season and the return of F1 to the US at the Formula 1 Aramco United States Grand Prix.
Exclusive imagery featuring F1 cars in custom liveries representing all 30 NBA teams was released on NBA and F1 social media platforms around the world.
In addition, F1 Teams also battled it out off the track in a free throw challenge at the NBA 75th anniversary themed basketball half-court, within the Circuit of the Americas paddock.
NBA legends were on-site at the ESPN Studio to coach drivers as they competed against each other to secure the most free throws possible out of 10 shots, with $20,000 up for grabs for the winning team to donate to charity.
F1 returned to the Circuit of the Americas track this weekend (22-24 October) following a two-year break due to Covid-19. The race was won by Red Bull’s Max Verstappen.
The NBA has established a major international presence with games and programming available in 215 countries and territories in more than 50 languages, plus merchandise for sale in more than 100,000 stores in 100 countries on six continents.
Its 75th anniversary season tipped off on 19 October.