Spurs, H-E-B Debut New Season Ad Series

H-E-B and the San Antonio Spurs have launched “Hardball,” the first in a series of commercials for the 2026-27 NBA season, in which a young fan trades H-E-B snacks for players’ jerseys and sneakers. Spurs stars including Victor Wembanyama, De’Aaron Fox, Stephon Castle, Devin Vassell, Keldon Johnson and rookie Dylan Harper are part of this season’s campaign, with more ads planned. Starting in November, select H-E-B stores in San Antonio, Austin and South Texas will sell exclusive Spurs merchandise, and shoppers wearing team gear can enter for ticket and merchandise giveaways; the longtime partnership dates to 2004 and also includes community programs, including H-E-B’s $500,000 commitment to youth basketball courts.