The National Basketball Association announced its first marketing campaign geared specifically toward international fans titled, "One Game One Love" before the 2013 Global Games series.

The campaign tipped off in conjunction with NBA Global Games, one of the most comprehensive schedules of international games in the league's history.

Focused on basketball's ability to connect with fans globally, the season-long campaign is designed to communicate the shared love for the game from country to country and across different cultures.