NBA and American Express Partner in Digital Lifestyle Destination

NBA and American Express Partner in Digital Lifestyle Destination

(Image: File)
russell westbrook fashion
NBA's "Off the Court" will highlight lifestyle choices of NBA players with a new digital property sponsored by American Express.

More NBA content is coming to a computer near you — this time highlighting the “personal passions, pursuits and interests” of NBA players in a new platform called “Off the Court.”

It’s a savvy move for NBA Digital, which will capitalize on players ventures outside of the game with a focus on five verticals: style, sports, music, gaming and travel.

“The excitement of the NBA goes far beyond what happens on the court,” said Deborah Curtis, vice president, Sports & Entertainment Marketing, American Express. “We saw an opportunity to create a new destination where fans can go to see the person behind the player, and connect with the game in a completely new and intimate way. With our NBA partnership, we want to redefine the way that fans experience the game by giving basketball fans a chance to celebrate and explore shared passions with NBA players they love.”

Said Emilio Collins, the league’s senior vice president for global marketing Partnerships, “Our partnership with American Express has been defined by our collaboration to provide all NBA fans with unique live experiences and insider perspectives on our game. The launch of ‘Off the Court’ gives fans access to a wealth of new and exciting NBA content and reinforces American Express’ commitment to innovation.”