Overview
- The NBPA announced Monday that it is replacing its B2B arm Think450 with a consumer-facing unit called Plyrs Untd that will prioritize events and content alongside traditional licensing.
- The launch is being led by incoming NBPA executive chairman David Kelly and includes the film campaign “Own the Game,” narrated by Kyrie Irving and produced by Kendrick Lamar’s Project 3, which debuted at Cannes Lions.
- Plyrs Untd is rolling out player-first activations such as Plyrs House, a private club-style event that hosted 22 players and roughly 1,800 guests at All-Star Weekend and will return for the 2026 NBA Summer League in Las Vegas.
- The union will keep licensing as its primary revenue source—$291 million reported in 2024 IRS filings—while seeking direct-to-fan revenue through partnerships, merchandise, content and experiential programming.
- A new Los Angeles performance and content center will open this summer to mirror the existing New York facility and serve as a training site where players can create content and engage with brands.