The 2026-27 NBA season is officially underway, and that means the San Antonio Spurs have renewed their quest for a sixth championship. That also means San Antonio locals will see plenty of their Silver & Black superstars on their TV screens in humorous commercials with the city's favorite grocery chain.
H-E-B and the San Antonio Spurs have once again partnered to film a series of fun commercials for the homegrown grocery giant. This season will see the likes of Victor Wembanyama, De'Aaron Fox, Stephon Castle, Devin Vassell, Keldon Johnson and Dylan Harper all appear on screen to promote the Spurs and H-E-B.
The first of the commercials, titled "Hardball," has dropped and features a little boy convincing Fox to give him his jersey in exchange for a bag of H-E-B bread and butter pickle potato chips. All Fox can say is "Worth it," in reply. The commercial ends with Castle approaching the kid to try and get some chips, only for the camera to reveal the boy has convinced all the Spurs to fork over their jerseys in exchange for H-E-B treats.
"While the players showcase their acting talents on screen, fans also can find game day excitement at their local stores," H-E-B wrote in a news release. "H-E-B, your Spurs Game Day Headquarters, will carry exclusive merch that can only be found at select stores across San Antonio, Austin, and South Texas, starting in November. Plus, customers are encouraged to show their team spirit and wear Spurs gear in-store for a chance at surprise tickets and merch giveaways all season long."
The Spurs and H-E-B have collaborated on TV since 2004, and it has become an annual series. Since then, H-E-B has been a prime spot for Spurs spottings, free groceries and free ticket giveaways. H-E-B recently committed $500,000 to fund youth basketball courts in underserved communities across Texas, the company said in a news release.
Watch the first Spurs/H-E-B commercial here:
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This article originally published at Spurs kickoff new NBA season with fresh batch of H-E-B commercials.