Marketing

DoorDash, NBA partner to promote Black-owned restaurants

Photo: Isolation frame from provided video.

August 17, 2020

DoorDash and the National Basketball Association have signed a multiyear marketing partnership to make the third-party delivery platform the official delivery service for the NBA, WNBA and NBA 2K League, according to a press release.

DoorDash is tipping off the partnership today to coincide with the start of the 2020 NBA Playoffs. As the NBA's first partner in the on-demand delivery platform category, DoorDash is launching its #PlayItForward Challenge, a social media campaign designed to unite communities and encourage fans to support Black-owned restaurants.

Ensuring greater inclusion of Black-owned and operated businesses, across NBA business activities, addresses the goal of the 2019-20 NBA season restart, which is to find tangible and sustainable ways to address racial inequality across the country, DoorDash said in the release.

As part of the #PlayItForward Challenge, DoorDash will continue its commitment to support Black communities and donate $1, up to $100,000, to the National Urban League for every order placed from a Black-owned restaurant on the DoorDash platform through the end of August.

DoorDash will also offer — at its discretion, according to the release, no delivery fees from all merchant partners in its program to support Black-owned businesses on DoorDash through the end of 2020. Hundreds of Black-owned, independent restaurants across the nation opted into DoorDash's program to support Black-owned businesses and are searchable on DoorDash by the keywords, "Black owned."

The challenge encourages participants to use social platforms to highlight local Black-owned restaurants, while challenging followers and fans to #PlayItForward by supporting and bringing awareness to Black-owned restaurants.

DoorDash will also become the first Presenting Partner of the NBA 2K League Playoffs and Finals, executing in-game activations that will bring fans special moments and relevant experiences through custom integrations and features.

The 2020 NBA 2K League Playoffs delivered by DoorDash will take place Thursday, Aug. 20 and Friday, Aug. 21 at 5 p.m. ET and Saturday, Aug. 22 at 2:30 p.m. ET, and culminate with the 2020 NBA 2K League Finals delivered by DoorDash on Saturday, Aug. 29.

"This new partnership is a timely first for us as DoorDash is uniquely positioned to amplify our efforts to engage with fans who are watching games from their homes while also stepping up to support the Black-owned businesses in their communities — a key priority and area of focus across our leagues," Dan Rossomondo, senior vice president, head of NBA media and business development, said in the release.