Amazon Prime Video revealed its advertising game plan for NBA playoffs that includes Patrón Tequila serving as the “presenting sponsor of the post-game show, ‘NBA Nightcap,’ throughout the playoffs,” according to Mark Mwachiro of ADWEEK. The Patrón Tequila deal will include “media across all games, integrations within Nightcap, and custom feature content.” Amazon Ads Head of Sports Brand Partnerships Amy McDevitt said that Patrón Tequila’s sponsorship will also “feature branded content, including a custom spot” with Knicks G Josh Hart. The Patrón Tequila partnership began with the SoFi Play-in Tournament, airing exclusively on Prime Video. Throughout Amazon’s NBA playoff matchups, Google will “serve as the tournament’s overarching sponsor.” The first round will be presented by Lilly and Conference Semifinals coverage will be presented by State Farm. Its regular-season sponsors will “also return for the postseason,” including CarMax, which continues to sponsor the pre-game show; AT&T, which sponsors The Half; and Universal Orlando Resort, which continues its sponsorship of “The Crossover” show, which airs between double-header games. Mwachiro also noted that WNBA on Prime’s inaugural season, which kicks off in May, will “feature AT&T as the main sponsor of the streamer’s coverage, while State Farm presents The Half” (ADWEEK, 4/14).