How Athlete Partnerships Really Work at NBA Top Shot
One of the questions we hear from the community is simple.
How do partnerships with players actually come together at NBA Top Shot?
The short answer:
We don’t chase names. We target partnerships with players who are genuinely curious, engaged, and excited about the product.
It Starts With Real Interest
Over the years, we’ve learned that the best partnerships don’t start with a contract – they start with curiosity.
Some players come to Top Shot on their own. They tell their representatives to reach out because they like collecting cards and feel like Top Shot is a natural fit for their brand.
They collect Moments. They enjoy using the product.
Ty Jerome and Jake LaRavia are great examples of this. Both are known collectors who’ve been actively building their collections throughout the season. They understand the appeal of set collecting, love stacking Moments of theirs and their teammates, and they’ve even been willing to engage with giveaways.
On the rookie side, we had a clear partnership opportunity around digital signatures. Guys like Cooper Flagg, Kon Knuppel, VJ Edgecomb, Derik Queen, Cedric Coward, and others are entering the league already fluent in digital culture and genuinely interested in what ownership looks like in the modern era.
That interest matters to us and sets the partnership up for success.
Different Players, Different Access
Not every partnership looks the same – and that’s intentional.
Once we identify players who want to be involved (or, even better, players identify themselves to us as wanting to be involved) we work together to unlock the kinds of experiences that feel authentic to them. That can include:
- Autographed Moments from top rookies and rising stars around the league
- IRL meet-and-greets with select players who can treat VIPs to exclusive money-can’t-buy experiences.
- Virtual meet-and-greets for fans around the world, ranging from legends like Paul Pierce to top rookies coming later this season.
- Giveaways on social media to engage and grow their followings while giving perks and rewards for our most engaged community members
Our strategy, refined over the years, is to go deeper with fewer players who actually care, rather than forcing surface-level partnerships that don’t resonate with fans or athletes.
Turning Access Into Real Fan Moments
The goal isn’t just access for access’s sake. It’s about creating moments that feel truly special for the people who care most about the product.
Recently, Moe Wagner helped a Top Shot VIP get courtside in Orlando on December 27th – an experience that simply wouldn’t exist without genuine player buy-in.
And that’s just the beginning.
We’re currently working with players around the league who’ve expressed interest in meeting top fans and collectors. As we look ahead, our goal is to help Platinum VIPs connect with players from their favorite teams and unlock premium experiences at games and events throughout the season.
Why This Approach Matters
When players are truly invested, fans feel it. When partnerships are authentic, the experiences are better. And when collectors get closer to the game – and the people who play it – that’s when Top Shot is at its best.
This is how we’ve chosen to build athlete partnerships at NBA Top Shot: interest first, authenticity always, and experiences that actually mean something.
