Disney Advertising has sold out of inventory on the NBA Finals through the first four games, with a number of brands motivated by the unusual elements in this year’s title matchup.

The New York Knicks, who haven’t been to the Finals since 1999 and haven’t won a championship since 1973, lead the San Antonio Spurs after winning the first game of the best-of-seven series. Game 2 is set for Friday night in San Antonio, with New York preparing for a quasi-city holiday on Monday when the series moves to Madison Square Garden.

Disney reps declined to comment on pricing, but said most of the 62 returning advertisers increased their budgets over what they spent last year. There are 26 new advertisers this year.

Inventory through four games is the only available measure at this point. Last year, Disney got what every network desires: a seven-game series. If the Knicks were to sweep, winning in four games, it would be bad news for the company. In most cases, sweeps involve make-goods and other unwelcome tasks for sellers. Five games is generally break-even territory, with six or seven games bringing significant revenue to networks and great opportunities for advertisers given the likely high tune-in.

Third-party estimates of last year’s Finals between the Oklahoma City Thunder and the Indiana Pacers put the total ad take at between $250 million and $300 million.

Danielle Brown, SVP of Sports Streaming and Brand Solutions for Disney Advertising, said brands are sparking to the unique elements in play during this year’s Finals. “Scatter demand is definitely surging,” she said. “The Spurs have some great athletes and personalities,” but the Knicks are also at a “potentially historic moment. Brands want to be part of that.”

Digital demand has been strong, Disney says, with first-time sellouts of TikTok Pulse Premiere and Meta Trending Reels.

Hollywood is taking full advantage of the Finals, buying time for 16 different movies, including releases as far down the road as Thanksgiving’s Focker-in-Law.

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