NBA strikes Deal with DoorDash to Support Black Businesses

Earlier this month, the NBA and NBPA unveiled a new foundation created to help black communities. An initial $300 million contribution was made on behalf of the team owners.

The next step the NBA is taking to support the black community more is striking a deal with DoorDash. This would be the first time the NBA is entering into a sponsorship with any on-demand food delivery company.

“This partnership will bring together food, sports, culture, and technology to create memorable experiences for fans, while at the same time advancing our shared values of diversity, access, and empowering local communities,” said DoorDash chief executive and co-founder Tony Xu.

DoorDash will become the official on-demand food delivery service of the NBA, the WNBA, and the NBA 2K League.

Sports Business noted on Tuesday that the partnership between the NBA and DoorDash will foster “Black empowerment and economic and social justice.”

DoorDash has also created a new trend—the “#PlayItForward Challenge” to aid the NBA’s movement in helping Black communities. The #PlayItForward Challenge is being promoted on social media by the NBA players and fans, including Washington Wizards Bradley Beal and New Orleans Pelicans Jrue Holiday.  

“The company will donate $1 to the National Urban League for every order placed through the DoorDash platform to a Black-owned restaurant, up to $100,000. DoorDash will also offer $0 delivery fees from all merchant partners in its program to support Black-owned businesses.”

In addition to becoming the first-ever on-demand food delivery service of the NBA, DoorDash will also be made an associate partner of future league marquee events. The food delivery service will also provide fans with exclusive offers.

A new campaign entitled “Food is Life” will also air across multiple platforms to highlight DoorDash’s new partnership with the NBA. The campaign will feature fans enjoying live sports at home with food.

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

DoorDash also has an ongoing multiyear deal with Nascar driver Bubba Wallace to further support the black community.