ESPN’s Social team gears up for season-opening NBA double-day doubleheaders on ESPN

BJ Idowu, ESPN Senior Social Media Manager

It’s a big opening week for the NBA on ESPN — coverage of the 2025-26 season tips off with two doubleheaders on ESPN across Wednesday and Thursday, plus the debut of Inside the NBA on ESPN.

ESPN’s Social team has been busy making plans since the NBA schedules were released months ago. With so much basketball action on deck, ESPN Front Row spoke with BJ Idowu, Senior Social Media Manager, to learn how the social media magic comes together.

What makes NBA Opening Week such a big moment for ESPN Social?

It’s like the first day of school, when everyone is excited to see basketball back in full swing. This year feels especially big with Inside the NBA now part of ESPN’s coverage, giving fans a familiar staple in a new home. With multiple networks competing for attention, it pushes us to deliver our best across every platform. It’s a chance to remind fans why ESPN is the place for NBA storytelling. 

What does the content planning process look like, and how early do you start?

When the NBA schedule was released months ago, we started mapping out on-site coverage, activations, influencers and creative direction. From there, our NBA team works together to coordinate design, video and editorial support so everything feels cohesive across ESPN’s accounts.

Our goal is to capture everything that matters to fans — every asset is designed to inform and entertain, always with the NBA fan in mind. We want ESPN’s handles to feel like the home for NBA storytelling, whether that’s breaking down key plays, spotlighting players and teams or sharing the best on-air moments. We also repurpose stories from ESPN.com and integrate tune-in messaging so fans know where to watch and why it matters.

What is the workflow like, from the moment something is captured to the moment it’s on our social feed?

It happens fast, sometimes within seconds. Our team is built to move quickly, accurately and strategically. Producers monitor content across games and studio shows in real time while on-site teammates relay back highlights and key moments. Then we decide which platforms, copy and tune-in messages fit best. It’s a coordinated effort that helps ESPN Social continue leading the industry in real-time storytelling.

How is ESPN Social team evolving to meet the demands of real-time storytelling for the NBA?

We love the game the same way the players, analysts, and fans do. That passion helps us stay in tune with what audiences are talking about each day. We are constantly experimenting with new formats and storytelling styles. Our 30 Teams, 30 Days campaign, for example, was a new way to lead into the season while integrating ESPN App features like Verts and SC For You. Social moves fast, but that allows us to see feedback instantly, adjust and keep improving. 

What do you hope fans take away from ESPN’s social coverage on Wednesday?

We want fans to feel excited for what’s ahead. Every graphic, video and post is crafted to showcase the best of the NBA while reminding fans where to watch. If people walk away inspired, informed and energized for the season, then we’ve done our job.