NBA League Pass

Ambassador Program

NBA League Pass - Marketing Case Study

We launched the NBA League Pass Ambassador Program during the fall 2023 semester with 25 ambassadors across 25 schools. This program comprised of UGC primarily on Instagram that was amplified to target each campus, plus activities like handing out flyers to students while promoting an exclusive student discount. Our positioning focused on promoting not only the discount, but the benefits of the League Pass streaming service so that students could sign up. We handpicked Ambassadors who were passionate about basketball, including those who were managers of varsity teams, members of intramural leagues, or sports media, admin or management majors so that they could reach an even greater audience through their on campus involvement.


  • 24,600 flyers were distributed

Organic Instagram in-feed posts: 

  • Reach: 31,271
  • Impressions: 75,013
  • Engagement: 8,500
  • Engagement Rate: 11.33%

Organic Instagram stories: 

  • Reach: 8,839
  • Impressions: 16,083

Paid Ads:

  • Reach: 272,749
  • Impressions: 825,615
  • Engagement: 34,019
  • Engagement Rate: 4.12%
  • Link Clicks: 4,834