Building on ESPN’s “The NBA on ESPN is happening now” creative platform, ESPN is collaborating with multi-platinum rapper and longtime NBA/New York Knicks fan FERG.
ESPN is leveraging two unreleased FERG tracks, “Can’t Stop Me” and “Aura” for its 2026 NBA tip-off anthem and throughout the 2026-27 NBA season.
“This collaboration hits home for me because I grew up around basketball and hip-hop, and I know firsthand the energy they both bring,” FERG said. “When ESPN came to me about setting the tone for the upcoming NBA season, I knew I had to turn all the way up and give fans or as I say my Fam the music that makes them feel that same energy every time they watch a game.”
“Aura” debuts in ESPN creative on October 16 and aims to drive awareness of the major star-driven games on ESPN platforms to tip off the season, while the campaign began October 4 with “Can’t Stop Me.” The creative can be found across ESPN linear, digital and social platforms.
“Great music is a marketing strategy for ESPN because of its powerful connection to sports and the culture surrounding them,” said Curtis Friends, Vice President of Marketing at ESPN. “We want to carry the momentum of a memorable NBA Finals and offseason into the upcoming season with a sound that matches the excitement, personality and energy of the game. FERG understands that connection and will bring it to life in a way that’s uniquely his own.”
ESPN 2026-27 NBA tip-off coverage:
ESPN’s 2026-27 NBA regular season coverage begins with American Express NBA Tip-Off on Wednesday, October 21, and Thursday, October 22, featuring some of the league’s biggest stars, including LeBron James, Stephen Curry, Luka Dončić, Giannis Antetokounmpo, Anthony Edwards, Shai Gilgeous-Alexander, Nikola Jokić and Donovan Mitchell.
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