NBA Puts Rookie Cooper Flagg Into Its Kick-Off Marketing Campaign: A Bold Move for the Future of Basketball

The NBA 2025–26 season is set to begin with more hype and excitement than ever before, and much of that buzz revolves around the league’s latest marketing campaign. Titled “Start To Finish”, the campaign highlights several current stars and, notably, one rising prospect: rookie Cooper Flagg.

By including Flagg — the No. 1 overall pick in the 2025 NBA Draft — in its official season tip-off marketing campaign, the league is sending a clear message. The NBA is not just celebrating its established stars; it is also investing in the future of the game. This move has sparked widespread conversation among fans, media, and marketers about the league’s strategy, the rising influence of young athletes, and the long-term commercial potential of new faces like Flagg.

The NBA’s “Start To Finish” Campaign: A Snapshot

The NBA’s tip-off campaign is an annual marketing push designed to energize fans as the new season begins. For 2025–26, the campaign titled “Start To Finish” features:

• Paolo Banchero (Orlando Magic)

• Jalen Brunson (New York Knicks)

• Donovan Mitchell (Cleveland Cavaliers)

• Cooper Flagg (Rookie, Boston Celtics — projected franchise cornerstone)

By blending established stars with emerging talent, the NBA positions itself as both a league of proven excellence and a platform for future legends.

The choice of Cooper Flagg stands out because rookies rarely appear in league-wide marketing campaigns. Typically, the NBA highlights players with years of proven stardom. By making Flagg a centerpiece, the league is betting big on his ability to capture fan attention and represent the next generation of basketball icons.

Who Is Cooper Flagg? The Rookie Everyone’s Watching

For those who may not know, Cooper Flagg is a 6-foot-9 forward from Maine, widely regarded as one of the most talented American prospects in recent memory. His combination of size, skill, defense, and basketball IQ has drawn comparisons to generational players like Kevin Durant and Larry Bird.

Flagg made history when he became the first American-born No. 1 draft pick straight out of high school in the modern era (via reclassification and updated draft rules). Drafted by the Boston Celtics, Flagg is expected to make an immediate impact in the NBA.

His inclusion in the season tip-off campaign signals that the NBA believes he can transcend typical rookie status and become a marketing phenomenon right from the start.

Why the NBA Is Betting on a Rookie

Building the Next Superstar Early

The NBA has always been a star-driven league. Icons like Michael Jordan, Kobe Bryant, LeBron James, and Stephen Curry have not only dominated on the court but also become global ambassadors for the sport.

By showcasing Cooper Flagg in its marketing campaign, the league is fast-tracking his brand. Instead of waiting for him to prove himself, the NBA is creating an anticipation effect — fans are already invested in watching whether he lives up to the hype.

Expanding the Fanbase

Young fans often connect with players close to their own age. By promoting Flagg, the NBA is targeting the Gen Z and Gen Alpha demographic, ensuring that basketball remains culturally relevant among younger audiences who consume sports differently — through social media, short-form highlights, and gaming platforms.

Commercial Potential

Sponsorship and merchandise opportunities are massive when it comes to rookies with hype. Brands love fresh faces that symbolize the future. The NBA’s campaign primes Cooper Flagg for potential endorsement deals, jersey sales, and digital content collaborations.

Marketing Strategy: Balancing Stars and Newcomers

The “Start To Finish” campaign strikes a delicate balance between highlighting established stars and introducing fresh talent.

• Banchero represents the new wave of All-Stars already making their mark.

• Brunson embodies grit and leadership, particularly in the New York market.

• Mitchell is a proven scorer and a face of consistency.

• Flagg symbolizes the future and injects novelty into the mix.

This approach allows the NBA to cover multiple storylines: legacy, present-day competition, and future promise.

The Business Side: Sponsorships and Media Value

Including Cooper Flagg in the campaign has implications far beyond marketing aesthetics. It influences the business ecosystem around the NBA.

• Media Coverage: News outlets, blogs, and social platforms amplify the narrative of Flagg being “the next big thing.” This creates free publicity for the league.

• Sponsorships: Brands that want to be associated with youth, innovation, and the “future of the game” now see Flagg as a prime partner.

• Merchandise: Rookie jerseys historically sell well (think Zion Williamson, LeBron James, Victor Wembanyama). With the NBA giving Flagg such visibility, his merchandise sales are likely to soar.

• Broadcast Value: Networks covering NBA games benefit from rookie-driven storylines, which help boost TV ratings and streaming engagement.

Historical Comparisons: When the NBA Promoted Rookies Early

The NBA has occasionally featured rookies in major campaigns, but rarely with such emphasis. Let’s compare:

• LeBron James (2003): The NBA embraced “The Chosen One” narrative and put LeBron front and center from day one.

• Zion Williamson (2019): Despite injuries, Zion was heavily marketed as the future face of the league.

• Victor Wembanyama (2023): The French sensation became a global star even before playing an NBA game.

By including Flagg in its 2025–26 campaign, the NBA is essentially putting him in the same category — a generational prospect expected to reshape the league’s future.

Risks of Marketing a Rookie Too Early

While the strategy is bold, it does come with risks:

• Performance Pressure: If Flagg struggles in his first season, the hype could backfire.

• Injury Concerns: As seen with Zion, injuries can derail marketing momentum.

• Fan Expectations: Setting the bar too high could lead to disappointment if Flagg is merely “good” instead of “great.”

Still, the potential rewards outweigh the risks. Even if Flagg’s rookie season is average, the NBA benefits from the buzz and attention he generates.

Impact on the Boston Celtics Brand

Being drafted by the Boston Celtics, one of the NBA’s most storied franchises, amplifies the marketing narrative. The Celtics already have a strong global fanbase, and adding Cooper Flagg to their roster:

• Enhances their media presence.

• Creates fresh storylines for broadcasters and journalists.

• Boosts merchandise sales, especially rookie jerseys.

• Aligns the franchise with the NBA’s future-forward branding.

If Flagg performs well, Boston could once again become the epicenter of NBA storytelling.

Fan Reactions: Excitement and Debate

Online discussions show that fans are divided:

• Supporters believe it’s a smart move to highlight a rookie who has been hyped for years.

• Skeptics argue that it’s unfair to put so much pressure on a teenager who hasn’t played an NBA game yet.

• Marketers and sponsors largely see it as a golden opportunity to tap into fresh demographics.

This debate itself drives engagement, which is exactly what the NBA wants.

Long-Term Implications for NBA Marketing

The decision to feature Cooper Flagg could shape the NBA’s marketing approach for years:

• Earlier investment in rookies: Future top picks may also be included in campaigns right away.

• Shift to social-first marketing: Younger players resonate better on TikTok, Instagram, and YouTube.

• Stronger focus on narratives: Fans crave stories — from “the next LeBron” to “hometown hero” arcs.

Conclusion: A Strategic Gamble with High Reward Potential

By including rookie Cooper Flagg in its official season tip-off marketing campaign, the NBA is making a strategic gamble. It’s a bet that Flagg’s talent, charisma, and hype will translate into real influence both on and off the court.

If successful, this move could accelerate Flagg’s path to superstardom, attract younger fans, and boost the NBA’s commercial ecosystem. Even if the risks are real, the potential rewards — from sponsorship deals to global recognition — are simply too big to ignore.

As the 2025–26 NBA season tips off, all eyes will be on Cooper Flagg. The question is no longer whether he will be a star — it’s how soon he will rise to the very top.