San Antonio Spurs Appoint SPORTFIVE to Expand International Digital Presence

With five NBA championships and a long tradition of international talent, the San Antonio Spurs hold a unique place in the history of the league. This international dimension has fostered a particularly strong connection with France, with several French players, including reigning Defensive Player of the Year Victor Wembanyama and NBA Champions Boris Diaw, Ian Mahinmi and Tony Parker, having represented the franchise over the years. 

 As part of the collaboration, SPORTFIVE will further develop the Spurs’ existing French-language social media presence on Instagram and TikTok (@lesspurs), while supporting the launch and development of a dedicated Instagram presence for Spanish-speaking audiences (@losspurs). The ambition is to go beyond simply adapting global content by creating relevant stories and experiences tailored to each market and its communities.  

SPORTFIVE will support various elements of the editorial and content production strategy for these social accounts, in close coordination with the Spurs social team. The collaboration supports the Spurs broader international strategy and is designed to build long-term engagement with international communities throughout the season. 

Maxime Lebessou, Deputy Managing Director of SPORTFIVE France, explains: “The Spurs have built one of the strongest international identities in the NBA, with a particularly unique connection to 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.” 

“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 & 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.”