The San Antonio Spurs, of North American basketball’s elite NBA, have hired global sports marketing agency Sportfive to grow their digital presence across France and Spanish-speaking markets as it looks to expand its international fanbase.
The partnership will see Sportfive work with the Spurs’ social team to strengthen the team’s footprint in each market through tailored content that will be distributed across its French and Spanish-language social media accounts throughout the season.
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Specifically, Sportfive will develop the Spurs’ existing French-language social media presence on Instagram and TikTok (@lessspurs), while supporting the launch and development of a dedicated Instagram account for Spanish-language audiences (losspurs).
Jordan Mandelkorn, vice president of marketing, creative, and retail at Spurs Sports and Entertainment, said: “Our fans in France and Spanish-speaking markets have their own traditions, perspectives, and ways of celebrating the Spurs, and we want our content to reflect that.
“Working with Sportfive will help us bring fans closer to the team through stories that speak to their language and culture, giving them more ways to feel included in Spurs action year-round.”
The team already has strong ties to France, having featured several French players on its roster, including incumbent defensive player of the year Victor Wembanyama, as well as NBA champions Boris Diaw, Ian Mahinmi, and Tony Parker.
Maxime Lebessou, deputy managing director of Sportfive France, said: “The Spurs have built one of the strongest international identities in the NBA, with a particularly unique connection to France.
“Our ambition is to build on that heritage by combining the strength of the Spurs brand with local insight, creativity and social media expertise, creating content and experiences that genuinely resonate with fans in each market.”
The new deal builds on Sportfive’s presence within the NBA, with the agency serving as an official partner representing sponsorship sales for the league across Germany, Austria, and Switzerland (DACH region).
It also has a partnership with the Los Angeles Lakers to develop global and jersey-level sponsorships, including international deals with Korean food brand Bibigo and DWS.
The Chicago Bulls have a partnership with Sportfive to expand their fanbase in France, which has led to launching the team’s official French-language social media accounts, while the New York Knicks have hired Sportfive to secure international and jersey patch partners.
For Spurs, the new tie-up adds to the team’s recent commercial activity, having secured global sports subscription service DAZN as their exclusive local media rights partner for the ongoing 2026-27 season.
The Spurs agreement sees all regular-season games that are not covered by the NBA's array of national domestic broadcast partners covered live by the DAZN app, which can be found via a range of devices.
All pre-season games will also be available for free (with fans who sign up receiving an immediate week-long free trial).
There will also be pre- and post-game content on the app, as well as highlights and behind-the-scenes programming.
The platform will serve audiences in the southern, western, and central parts of Texas.
The NBA franchise – the 2025-26 NBA Western Conference champions – will still manage the production of games for broadcast.
In addition, 22 Spurs games in the 2026-27 NBA regular season will also be broadcast over-the-air by a local linear TV network.
