Dive Brief:

• Frito-Lay’s Ruffles has launched a “Ridgeline Unlocks” program promoting the 2024 Ruffles NBA All-Star Celebrity Game, according to a press release. The effort will unlock exclusive experiences for consumers around the game, which will be played on Feb. 16. 
• Central to the effort is the opportunity for two fans to shoot the inaugural pregame shots from the 4-point Ruffles Ridgeline. Those interested can enter an Instagram contest and showcase their long-distance shooting skills for the chance to be selected by Ruffles Athletes Jayson Tatum and A'ja Wilson.
• Winners will also receive a trip for two to Indianapolis, where the game is being played, and receive a red-carpet experience and tour of the locker rooms. Ruffles additionally is hosting a pop-up event around the game at clothing store Nap or Nothing. 

Dive Insight: 

The industry may currently be focused on the Super Bowl, but marketing opportunities abound for the NBA’s All-Star game, which will take place in Indianapolis on Feb. 18. With a host of basketball-related activities, the event offers a number of fan engagement opportunities for the league’s sponsors. 

Kicking off the weekend’s marquee event, the NBA All-Star Celebrity Game will air exclusively on ESPN at 7 p.m. ET on Feb. 16, with Ruffles returning for the third year as the title partner. Key to the brand’s “Ridgeline Unlocks” weekend-long programming is the chance for two consumers to be chosen to shoot the pregame shots from the Ruffles Ridgeline, which is a 4-point line on the hardwood that resembles the ridges in a Ruffles chip.

To enter the contest, consumers must take a video of themselves showing off their long-distance shooting skills and either post or direct message the brand with the hashtags #RufflesRidgelineChallenge and #Entry. The contest will be open until Jan. 31. In addition to being selected by Tatum and Wilson, winners could also receive pregame coaching tips from the athletes ahead of their shot attempts, per the release. 

Beyond its pregame events, consumers throughout the game can tap into additional perks as Ridgeline shots are made by scanning on-screen codes during designated prompts. In addition to serving as title partner of the celebrity game, Ruffles is also the official chip of the NBA and WNBA.

Rounding out its efforts, Ruffles will also stage a pop-up experience at streetwear shop Nap or Nothing in Indianapolis on Feb. 17-18 from 12-6 p.m. ET. At the pop-up consumers will have their own chance to make a shot from the Ridgeline to unlock rewards including autographed gear and a chance to meet Tatum and Wilson in person.

The NBA has been looking to create more marketing opportunities for its league partners. Last December, the league ran its first In-Season Tournament as a way to increase interest in the sport during the traditionally football-focused holiday season and draw more marketer interest. 

Beyond Ruffles, other brands have similarly sought closer ties to basketball fans recently. For instance, Kim Kardashian clothing brand Skims in October inked a multi-year deal with the NBA and WNBA as its official underwear partner. Meanwhile, Hotels.com in December recruited NBA stars Nikola Jokić and Jimmy Butler for a campaign titled “Hotel like a Pro.”