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Emerald Expands Footprint with NBA Partnership and Launch of NBA Con

Man and woman playing basketball outdoors in winter or autumn, plenty of copy space on the image

NEW YORK – Emerald and the National Basketball Association (NBA) have partnered to create NBA Con, which will take place at Mandalay Bay in Las Vegas from July 7-9, 2023. The three-day event will tip off the opening weekend of the NBA 2K24 Summer League. Tickets are being sold at and range in price from $30 to $250.

Emerald has entered into a multiyear agreement with the NBA and will serve as the official event partner for NBA on NBA Con, internationally. This new event aims to bring together a fan experience that celebrates the phenomenon of hoops culture under the powerful NBA brand. Fans will enjoy fashion, music, art, cuisine, and some of the game’s brightest stars and top personalities.

“NBA Con is for every fan,” said Joey Graziano, Head of Event Strategy and Development, NBA. “It combines our players’ and fans’ passion for the game with their authentic off-court interests to create unique experiences that could only come to life through NBA fandom.”

Hoops fans attending NBA Con can expect interactive band experiences, exclusive drops of limited-edition apparel, performances by chart-topping artists, meet and greets with NBA stars, live podcasts and breaking news. The event will also feature The Park, a basketball-focused exhibition that will be built out with various courts and provide ample interactive experiences for attendees, who will also have the opportunity to watch open practices.

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“At Emerald, our core mission is to unite audiences through the power of interactive moments, which is why we are excited to partner with the NBA to create the ultimate basketball fan experience: NBA Con,” said Hervé Sedky, President & Chief Executive Officer, Emerald. “By seamlessly unifying the essence of the NBA’s lifestyle, culture and community, we are presented with an unprecedented opportunity to elevate the game and its fans to extraordinary new heights, both on and off the court. Through NBA Con’s connected and immersive environments, we aim to deliver something truly never seen before.”

The team behind the launch and operations of NBA Con at Emerald is the newly minted Xcelerator division and will be led by Jason Peskin, SVP of Portfolio, Xcelerator. The special division of Emerald, created in May 2022, is charged with launching dynamic brands and build upon Emeralds’ diverse portfolio.

At the time of print, the structure of the partnership was not fully available. However, it was emphasized during news gathering efforts that the development of the NBA Con was years in the making, with Ron Walden, SVP of Strategic Partnership, being the visionary and catalyst of the NBA Con deal.

TSE will provide more updates on this developing story.

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