The San Antonio Spurs have appointed global sports marketing agency Sportfive to expand their digital presence and international fanbase across France and Spanish-speaking markets throughout the ongoing season.
- The digital expansion into French and Spanish-speaking markets directly involves Spurs Sports and Entertainment as they work to grow their international fanbase.
- Local media rights integration, including the exclusive local partnership with DAZN for the 2026-27 season covering regular-season games in Texas, aligns with broader regional distribution strategies.
The partnership tasks Sportfive with collaborating directly with the Spurs’ social media team. The agency will execute targeted content strategies across dedicated regional channels throughout the season.
Specifically, Sportfive will manage and develop the existing French-language social media presence on Instagram and TikTok under the handle @lessspurs. Simultaneously, the agency will support the launch and ongoing development of a dedicated Instagram account for Spanish-speaking audiences, operating as losspurs.
“Our fans in France and Spanish-speaking markets have their own traditions, perspectives, and ways of celebrating the Spurs, and we want our content to reflect that,” said Jordan Mandelkorn, vice president of marketing, creative, and retail at Spurs Sports and Entertainment.
“Working with Sportfive will help us bring fans closer to the team through stories that speak to their language and culture, giving them more ways to feel included in Spurs action year-round,” Mandelkorn added.
The franchise holds extensive historical ties to France, bolstered by a roster featuring incumbent defensive player of the year Victor Wembanyama alongside past NBA champions such as Boris Diaw, Ian Mahinmi, and Tony Parker.
“The Spurs have built one of the strongest international identities in the NBA, with a particularly unique connection to France,” said Maxime Lebessou, deputy managing director of Sportfive France.
“Our ambition is to build on that heritage by combining the strength of the Spurs brand with local insight, creativity and social media expertise, creating content and experiences that genuinely resonate with fans in each market,” Lebessou said.
The agreement expands Sportfive’s operational footprint within the NBA ecosystem. The agency currently serves as an official partner handling sponsorship sales for the league across Germany, Austria, and Switzerland in the DACH region.
Alongside international partnership procurement for the New York Knicks and digital growth initiatives for the Chicago Bulls in France, Sportfive also works with the Los Angeles Lakers on global and jersey-level sponsorships, which includes international agreements with DWS and the Korean food brand Bibigo.
| NBA Franchise | Sportfive Partnership Scope | Target Market |
|---|---|---|
| San Antonio Spurs | Digital social media development | France and Spanish-speaking markets |
| Chicago Bulls | Fanbase expansion and social channels | France |
| Los Angeles Lakers | Global and jersey-level sponsorships | International (including Korea, DWS) |
| New York Knicks | International and jersey patch partners | Global markets |
The new tie-up complements recent commercial activity for the San Antonio franchise. DAZN was previously locked in by the team to serve as their exclusive local media rights partner for the current 2026-27 campaign.
The DAZN agreement covers all regular-season games not broadcast by national domestic television partners across the southern, western, and central regions of Texas. Pre-season games are provided for free with a week-long trial, alongside pre- and post-game programming, highlights, and behind-the-scenes features, while the franchise retains internal control over game production for broadcast.
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