The NBA is one of the most dynamic sports properties in the world. Such an ever-changing league can be difficult to follow. And the impact of COVID-19 created a crowded live sports calendar. As the league’s top broadcaster, ESPN needed to remind fans nothing matches the unscriptable excitement and drama of the story that is the NBA season. ESPN developed the campaign It’s NBA on ESPN Time, a platform designed to elevate the NBA as sport’s great unscripted story and help fans navigate what happens everyday on the path to the NBA Finals.
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