This morning, DoorDash announced a multiyear marketing partnership that makes it the Official On-Demand Delivery Platform of the NBA, WNBA and NBA 2K League.
DoorDash is tipping off the partnership to coincide with the start of the 2020 NBA Playoffs. As the NBA’s first partner in the on-demand delivery platform category, DoorDash is launching its #PlayItForward Challenge, a new social media campaign designed to unite communities and encourage fans to support Black-owned restaurants.
As part of the #PlayItForward Challenge, DoorDash will continue its commitment to support Black communities and donate $1, up to $100,000, to the National Urban League for every order placed from a Black-owned restaurant* on the DoorDash platform through the end of August. DoorDash will also offer $0 delivery fees** from all merchant partners in DoorDash’s program to support Black-owned businesses on DoorDash through the end of 2020.
Hundreds of Black-owned, independent restaurants across the nation opted into DoorDash’s program to support Black-owned businesses and are searchable on DoorDash by keyword “Black owned”. After launching the program in June 2020, DoorDash saw a 275x increase in the frequency of searches for Black-owned businesses compared to the month prior and an approximately 50% increase in orders from Black-owned businesses in July 2020 compared to the month prior.
The challenge encourages participants to use their social platforms to highlight Black-owned restaurants in their neighborhoods, while challenging followers and fans to #PlayItForward by supporting and bringing awareness to Black-owned restaurants. In partnership with the National Basketball Players Association (NBPA), the #PlayItForward Challenge tipped off on social media with support from more than 10 NBA Players, including Bradley Beal, Shai Gilgeous-Alexander, Aaron Gordon, Jrue Holiday, CJ McCollum, Donovan Mitchell, Ja Morant, Jamal Murray and Dennis Schröder.
DoorDash also launched today a new multi-platform ad campaign titled “Food Is Life” that spans TV, digital and social media. The TV spot merges the world of authentic fan footage with attention-grabbing graphics, taking consumers on a visual journey that highlights the breadth of cuisines available through DoorDash and the feelings evoked by the NBA’s greatest moments.
When fans across the U.S. and Canada tune in to NBA, WNBA and NBA 2K League games from their homes, DoorDash also aims to elevate the gameday experience by creating exclusive offerings throughout the partnership. DoorDash will also become an associate partner of future marquee events during NBA All-Star.
To learn more about or to join in on the #PlayItForward Challenge, follow along on DoorDash’s Twitter feed.
*National Urban League donation terms: Offer valid from 8/17/20 to 8/31/20. $1 donation for every order placed at a merchant who’s opted into DoorDash’s program to support Black-owned businesses. Valid only with participating merchants with a store banner indicating their participation in this program. DoorDash will donate $1 to the National Urban League through Round It Up America®, up to $100,000. Subject to availability. $0 delivery terms:https://drd.sh/VzIGgb/
**Link to terms: https://drd.sh/VzIGgb/ Service fee still applies. Program administration and eligibility will be in DoorDash’s sole discretion. We reserve the right to amend, suspend, or terminate the program or terms at any time, including to comply with legislation or regulation of any kind. To learn more about participating in DoorDash’s program to support Black-owned businesses, including eligibility requirements, see here.
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