Basketball may not be a huge attraction in their homeland, but that’s not stopping the Rolling Stones from tossing their musical weight behind a new National Basketball Association (NBA) television ad in the U.S. Footage of the veteran rock act will be interspersed with highlights of star players such as Shaquille O’Neal and Jason Kidd in the latest spots of the NBA’s “Love it Live” campaign.
The band’s “Don’t Stop,” one of two new songs featured on its “Forty Licks” career retrospective compilation, is the soundtrack for the ads. The footage of the Stones was captured during earlier dates on the band’s ongoing world tour, which next visits Los Angeles’ Staples Center on Thursday (Oct. 31). Sheryl Crow is the opening act for that show and the next eight, all on the West Coast.
The ad will see its broadcast premiere during tomorrow night’s NBA season opening doubleheader broadcast on TNT. At 7:30 p.m. ET, the cable network will broadcast the Philadelphia 76ers/Orlando Magic game, followed by the San Antonio Spurs/Los Angeles Lakers contest at 10:30 p.m. ET.
The Stones tour will play more than 40 dates in North America through February, followed by tour legs in Europe, Australia, and Asia. While in Asia, the band hopes to play its first ever concerts in China.
“Forty Licks” debuted at No. 2 on The Billboard 200. The set has sold 576,000 copies in the U.S., according to SoundScan, and is No. 4 in its third week on the chart.
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