Wingstop’s journey to becoming the Official Chicken and Wing Partner of the NBA and NBA G League in 2024 was a masterclass in leveraging basketball culture and viral moments. It began at the end of 2023, when the Detroit Pistons snapped a 28-game losing streak with a win over the Toronto Raptors, triggering Wingstop’s promotion of five free boneless wings per Pistons win. The promotion, coupled with a surge of memes, earned Wingstop newfound popularity among sports fans.
The buzz skyrocketed in January 2024 when Milwaukee Bucks star Giannis Antetokounmpo was caught on camera scanning Wingstop’s QR code during a game against the Pelicans. The moment, which went viral, showcased even a superstar’s love for free wings.
Wingstop seized the momentum, partnering with Giannis for the NBA All-Star Game, where he famously carried Wingstop lemon pepper wings onto his flight, declaring them a staple for every meal. By April, Wingstop’s “No Flex Zone” commercial, featuring Rae Sremmurd’s hit song, became a fan favorite during the NBA playoffs, solidifying the brand’s association with basketball.
“Our fans love watching NBA while enjoying our cooked-to-order wings, hand sauced-and-tossed in our bold flavors,” said Michael Skipworth, Wingstop’s President & CEO. “This partnership is another demonstration of Wingstop being in a category-of-one, claiming our spot as the Official Chicken and Official Wing Partner of the NBA.”
In July, Wingstop stirred up excitement by teasing the removal of its Hot Honey Rub flavor. Giannis playfully intervened on social media, rallying fans until Wingstop announced the flavor’s permanency, with Giannis proudly taking credit in an Instagram reel.
On October 24, 2024, Wingstop officially partnered with the NBA, marking their first deal with a major U.S. sports league. The announcement featured Chet Holmgren and Jamal Murray with Wingstop in hand during their tunnel walk and postgame interviews.
Looking ahead, Wingstop’s partnership includes TV spots, in-game activations, and on-the-ground presence at the 2024 NBA All-Star Game in San Francisco. With 2,350 restaurants and counting, Wingstop is cementing its place in sports culture and fans’ hearts alike.