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What Time Is It? It’s NBA Saturday Primetime! ESPN Launches New, Original NBA Campaign Featuring Iglehart and Ambudkar of Freestyle Love Supreme


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ESPN has launched a new campaign for NBA Saturday Primetime on ABC featuring an original song by Tony Award Winner James Monroe Iglehart (Aladdin, Hamilton) and Utkarsh Ambudkar (Pitch Perfect, The Mindy Project), members of hip-hop improv group Freestyle Love Supreme. Written and performed by Iglehart and Ambudkar, the anthem celebrates the launch of NBA Saturday Primetime on ABC with the biggest storylines and stars on the court. This is the first of a series of spots to be released throughout the season, which highlights each Saturday’s match ups.

The spot debuted last night during the Cleveland Cavaliers vs. Boston Celtics game on ESPN. ESPN Sports Marketing, ESPN CreativeWorks and Other Films collaborated on the creative.

NBA Saturday Primetime on ABC will return for its third season, starting Jan. 20. All NBA Saturday Primetime on ABC broadcasts air at 8:30 p.m. ET and are preceded by 30-minute editions of NBA Countdown at 8 p.m. Games will also be available to stream live on the ESPN App. The series will tip off with the defending NBA Champion Golden State Warriors and Kevin Durant visiting the Houston Rockets and Chris Paul. The series will include several appearances by the Warriors as they face marquee opponents such as the Boston Celtics, the Oklahoma City Thunder and the San Antonio Spurs. The full schedule follows.

NBA Saturday Primetime on ABC (8:30 p.m.)

Date Game
Jan. 20 Golden State Warriors at Houston Rockets
Jan. 27 Boston Celtics at Golden State Warriors
Feb. 3 Houston Rockets at Cleveland Cavaliers
Feb. 10 San Antonio Spurs at Golden State Warriors
Feb. 24 Oklahoma City Thunder at Golden State Warriors
Mar. 3 Boston Celtics at Houston Rockets
Mar. 10 San Antonio Spurs at Oklahoma City Thunder
Apr. 7 Oklahoma City Thunder at Houston Rockets

Season to date, ratings for the NBA on ESPN are up 16 percent. Historically, the NBA Saturday Primetime is the #1 NBA game window, averaging a 1.12 P18-49 rating.



Creative Credits
Music Composition: Metaphor
Music Producer: Jonathan Jackson
Performance and Copy Writing: James Monroe Iglehart & Utkarsh Ambudkar

Director: Steve Lawrence
Director of Photography: Scott Duncan

Production Company: Other Films

ESPN Sports Marketing: Seth Ader, Michael Kopech, Patrick Butkus, Christina Amorose, Danielle Mills, Hannah Beir
ESPN CreativeWorks: Ryan Campbell and Geoff Bird

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