Koho Financial, the Canadian fintech company, has signed a deal with the NBA to be the presenting sponsor of the NBA Playoffs in Canada.

The deal marks the first time the NBA has partnered with Koho, and the first time Koho has sponsored anything of this size. The 360 program represents a new larger scale strategy for the brand.

“Koho is entering a new phase of growth, expanding our presence in the market with exciting product changes to come,” Koho CMO Lorrin Pascoe tells MiC.

Pascoe added that while Koho is selective of the partners it works with as a mission-driven brand, the NBA’s values around “making progress” directly aligns with Koho.

To celebrate the deal, new Koho members who sign up for a Koho paid plan in-app or on Koho’s website from April 26 to June 30 will receive a $75 e-gift card for the online Official NBA Store. Paid plan Koho members will also have a chance to win NBA tickets for the 2024-25 season each week of this year’s playoffs.

While giving back to their clients is a large part of both Koho’s brand ethos, and this campaign specifically, the sponsorship deal is about more than rewards.

“Our partnership is broad, ranging from a broadcast TV presence in every playoff game, to an extensive digital footprint, and exciting in-person activations. This is an innovative nationwide campaign reaching more Canadians than the brand has ever done before,” Pascoe said.

The 2024 NBA Playoffs are airing live in Canada on Sportsnet and TSN, after tipping off on Saturday.