French Ties: NBA Paris 2025 Features Marketing, Macarons, Much Wembanyama
Monday, January 20, 2025 at 02:58PM By Barry Janoff
January 20, 2025: France played host to the Paris 2024 Olympics this past summer, where Victor Wembanyama helped his home nation reach the gold-medal game against the U.S.
Although the French team lost, earning a silver medal was a highlight moment for the team and Wembanyama.
Wembanyama returns to this week for the NBA Paris Games 2025 presented by Tissot, his first NBA games in his home country, leading the San Antonio Spurs in two games against the Indiana Pacers.
The games are scheduled for Jan. 23 (2 PM ET, NBA TV) and Jan. 25 (Noon ET, ESPN) in Accor Arena, the venue that hosted the basketball tournament during the Paris Games.
More than hoops, the NBA said the games “will be a chance for Wembanyama to reconnect with people in the country who have supported him even as he helps the NBA to build its presence in France and Europe.”
Wembanyama starred with Metropolitans 92 in the French capital before becoming the No. 1 overall pick in the 2023 NBA Draft by the Spurs and going on to win Kia Rookie of the Year honors.
“It was even a bit surreal to see all my teammates in this arena where I spent so much time,” Wembanyama told members of the media today following a Spurs workout.
“It’s a bit like two worlds colliding. For now, it’s going well. In any case, it’s really extremely pleasant. There is emotion.”
To support the games, the NBA, Spurs and Pacers will conduct interactive fan activities, NBA Cares community outreach initiatives and Jr. NBA youth basketball development programming that will bring the NBA experience to people in Paris.
“We’re excited to offer fans in France and visiting from abroad additional opportunities to engage with the NBA while the Pacers and Spurs are in Paris,” Sharon Fuller, NBA Europe and Middle East associate vp, head of content and social media, said via the league.
Tissot will showcase its new watches at The NBA Paris Games 2025 and at its flagship store on the Champs-Élysées.
In addition to Tissot, marketing partners include global financial Revolut (with more than 45 million customers worldwide, Foot Locker as an associate partner and Fanatics, which with the NBA in 2022 opened the first NBA Store in Paris, operated by retail giant Lids (located at 20 Boulevard Saint-Michel in Paris’s Latin Quarter).
As part of their weeklong presence in the city to promote the NBA’s Global Games, the Spurs and soccer club Paris Saint-Germain will join to “deliver impactful community and fan engagement initiatives and opportunities for both teams to learn from each other on how to blend their shared commitment to leadership, innovation and global impact,” according to the Spurs.
“This week of activations will mark the beginning of a deeper relationship between the two clubs, both known as leaders in the globalization of sport.”
Back home, the Spurs are hosting watch parties presented by Michelob Ultra, at Frost Plaza at The Rock at La Cantera in San Antonio and Armadillo Den in Austin.
New this year will be NBA Paris Jam presented by Revolut, an event in Accor Arena (Jan. 24) which Fuller said would “allow fans to participate in an interactive celebration of basketball, the NBA and popular culture.”
Hosted by French basketball commentators TrashTalk, it will feature teams led by French judo icon Teddy Riner and Formula One driver Esteban Ocon, a musical performance by Dadju and special appearances from current and former NBA players.
The Paris 2025 Games will see the return of NBA House (Le Carreau du Temple Jan. 22-25), an interactive, free fan-fest offering a variety of basketball-themed activities, appearances by former NBA Legends, NBA mascots and dunk teams, viewing stations playing NBA highlights, the Larry O’Brien Trophy and commemorative NBA merchandise.
There will be a Spurs Pop-Up Shop operated by Fanatics (located at 20 Rue des Francs Bourgeois Jan. 21-25) and Maison Spurs within NBA House. These spaces are “designed to connect with fans through exclusive merchandise, immersive experiences and celebrations of Spurs history and culture,” according to the team.
The Spurs Pop-Up Shop operated by Fanatics features T-shirts, hats and jerseys for Wembanyama, Chris Paul and other Spurs players, as well as classic Mitchell & Ness jerseys for such Spurs legends as France-native Tony Parker, Manu Ginobili and Tim Duncan.
Maison Spurs within NBA House includes a collaboration with Parisian patisseries Cyril Lignac and Pierre Hermé, “combining local cuisines with the flavors of San Antonio to present people with a unique culinary experience that merges culture and cuisine through sport.”
“We are excited to bring these unique experiences to Paris and connect with our fans in meaningful ways,” Becky Kimbro, svp-brand engagement at Spurs Sports & Entertainment, said via the team’s ownership group.
“Maison Spurs and the Spurs Pop-Up Shop reflect our commitment to creating memorable moments for our fans, wherever they are, while celebrating the game of basketball and the Spurs global legacy.”
Not to be overlooked, a Pacers-branded LED half-court will give visitors the chance to “step into the most iconic moments in the history of the franchise.”
A recently signed multi-year extension makes Revolut an associate partner of NBA games in Europe and fan touch-points and experiences in the region, including discounts on official merchandise, NBA trophy tours, viewing parties, legend appearances and NBA 3X tournaments.
The NBA Paris Game 2024 (Brooklyn Nets and the Cleveland Cavaliers) was presented by Revolut. 
“As one of Europe’s largest banks, we’re excited to deepen our relationship with the NBA through a new multiyear partnership,” Antoine Le Nel, Revolut, chief growth and marketing officer, said via the financial firm. “Building on last year’s success, we are expanding our collaboration with even more touch-points across additional markets, creating enhanced benefits for our customers.
“This goes beyond traditional sponsorship — we’re committed to delivering innovative, exclusive perks and unforgettable experiences that resonate with basketball fans globally. The NBA’s vast reach and engagement align perfectly with our mission to push boundaries and deliver exceptional value to our users, on-and-off the court.”
Last season, Wembanyama was No. 3 in views across NBA social and digital media (1.3 billion) behind LeBron James (1.9 billion ) and Stephen Curry ((1.7 billion)
The NBA Paris Games 2025 will mark the NBA’s 96th and 97th games in Europe and the 14th and 15th games in France (including preseason and regular-season games).
The NBA said people from 53 countries and territories have purchased tickets to attend the games, calling it “a record for any NBA event anywhere in the world.”
The NBA said no country outside the U.S. has produced more NBA players than France, including a record-tying 14 in the 2024-25 season.
“In conjunction with the Spurs and the Pacers playing two regular-season games in Paris for the first time in league history, fans will be able to participate in a variety of interactive experiences that will bring the French and European basketball community together for a true celebration of all things NBA,” Dina Ahmad, NBA Europe and Middle East vp-global partnerships, said via the league.
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