H-E-B’s San Antonio Spurs Commercials Are Back

For nearly 20 years, Texas grocer has teamed up with NBA organization on popular marketing campaign
Marian Zboraj
Digital Editor
Marian Zboraj

Texas-based grocer H-E-B has released the first two commercials for this year's San Antonio Spurs marketing program. This year’s commercials will feature the hilarity and hijinks that H-E-B and NBA fans have come to expect, with some new additions to the lineup, including the 7-foot-3 rookie sensation Victor Wembanyama.

H-E-B will roll-out four commercials on television and social media throughout the season. The spots feature the 19-year-old phenom alongside a star-studded cast of San Antonio Spurs teammates, including H-E-B commercial veteran Keldon Johnson, as well as Jeremy Sochan and Devin Vassell, who also make their debuts alongside the rookie. The commercials additionally include an appearance by the Spurs Coyote.  

[Read more: "Retail’s Big Show to Feature NBA Legend Magic Johnson as Keynote Speaker"]

Released on Dec. 13, the first two commercials are 30- and 15-second spots showcasing a wide selection of H-E-B brand products, while Sochan shows-off his one-handed skills, and Wembanyama uses his expansive wingspan to show how many trips it really takes to bring in a haul of groceries (see clip below). H-E-B will also release short videos on social media showing some behind-the-scenes outtakes.

“We’re always looking for ways to entertain our fans, and for this year’s commercials, we’re excited to welcome some new faces to the lineup,” said Ashwin Nathan, H-E-B group VP of marketing. “For nearly 20 years, we’ve enjoyed teaming up with the Spurs organization for these spots, which have become favorites for our loyal customers and committed Spurs fans.”   

The remaining commercials are expected to be released early next year, with plans for some fun social media and in-arena activations. With funny moments on and off the court, the final two spots will center on the Spurs teammates using H-E-B Creamy Creations ice cream in very creative ways.

As they’re released throughout the year, fans can catch all of the commercials on H-E-B’s YouTube page and its other social media platforms. The commercials will be televised throughout the season in the San Antonio and Austin areas, as well as select cities in the Gulf Coast and Border regions. The marketing campaign will also include billboards featuring Wembanyama, which will launch early next year in the San Antonio and Austin markets.

This continued collaboration between H-E-B and Spurs Sports & Entertainment has led to numerous community investment projects and provided Spurs fans and H-E-B customers with player appearances and fan appreciation events throughout the year.

Last year’s commercials starred Johnson, Jakob Poeltl and Derrick White.

The largest privately held employer in Texas, San Antonio-based H-E-B has more than 420 stores and 145,000 employees in Texas and Mexico. The company is No. 15 on The PG 100, Progressive Grocer’s 2023 list of the top food and consumables retailers in North America. PG also named H-E-B one of its best regional grocery chains in America.

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