Objectives

The Old Man & the Three x BMW - The Road to the Finals Sponsorship

To reinforce BMW's key "Ultimate" messaging of what it takes to be the best, BMW partnered with Wondery on a custom ‘Road to the Finals’ sponsorship with the award-winning podcast, The Old Man & the Three with JJ Redick and Tommy Alter, from the start of the NBA Playoffs in late April through the NBA Finals in June (4/22/24 - 6/14/24).

Strategy and Execution

The partnership included the following elements: 

• :15 Host-Read BMW Branded Opens (i.e. ‘This episode of The Old Man & the Three is presented by BMW, the Ultimate Driving Machine)

• 3x :60 Custom Branded Segments naturally aligning BMW themes + key talking points with OM3 content in an organic way

• Studio integration / passive product placement branding (JJ in BMW hoodie) + BMW lower third / logo bug on video 

• 3x Social Cutdowns with BMW logo inclusion

• 1x 30-min NBA ‘Road to the Finals’ Bonus Episode, presented by BMW

Results

The Bonus Episode launched on 6/5 ahead of Game 1 of the NBA Finals on 6/6. In this episode, JJ and his trusted co-host / sidekick Tommy Alter recap the 'Road to the Finals' that both the Dallas Mavericks and Boston Celtics endured to meet in the championship, diving deep on playoff match-ups and reinforcing BMW's key "Ultimate" messaging of what it takes to be the best, and ultimately, secure the trophy. The episode includes BMW presenting sponsorship pre-roll, passive product placement / studio integration (JJ wearing his BMW hoodie), BMW intro + outro messaging (with lower 3rd displayed over outro), and logo inclusion throughout.

Media