As the 2025 holiday season came to a close, Disney+ Philippines chose an unexpected route to spotlight its live NBA offering: the language of local celebration. Instead of relying solely on digital promotion, the platform turned to a distinctly Filipino symbol of the festive table to connect basketball culture with year-end traditions.
In collaboration with creative studio Leron Leron Sinta, Disney+ Philippines introduced “Queso De Basketball,” an edible holiday centerpiece inspired by queso de bola, a staple of Christmas gatherings across the Philippines. Reimagined in the shape and texture of a basketball, the custom-made creation was designed to bridge two passions that often dominate the Filipino holidays: food and sport.
The campaign was rolled out through curated gift drops delivered ahead of the festivities to a mix of basketball followers and lifestyle creators. The result was an object that sparked curiosity beyond the core NBA audience. Shared across social platforms, the edible basketball quickly became a visual hook, generating organic engagement and positioning NBA content on Disney+ as part of the broader holiday conversation rather than a niche streaming product.
By transforming a familiar festive icon into a sports-inspired experience, Disney+ Philippines leaned into cultural relevance rather than conventional advertising. The approach allowed the brand to embed its NBA proposition into everyday rituals, reframing game streaming as something that naturally fits into family moments, gatherings and seasonal traditions.
The activation also marked the public debut of a new partnership between Disney+ Philippines and Leron Leron Sinta. Both teams have indicated that this collaboration is only the beginning, with additional creative projects planned throughout 2026 as the platform continues to localize its storytelling and experiential strategies.
With Queso De Basketball, Disney+ Philippines demonstrated how entertainment brands can move beyond screens and schedules to build emotional connections. By placing basketball at the center of the holiday table, the campaign illustrated a growing shift in marketing across Southeast Asia: cultural insight is becoming just as important as content rights in shaping how audiences discover and engage with streaming platforms.
