Spurs kickoff new NBA season with fresh batch of H-E-B commercials

The 2026-27 NBA season officially began on October 17, and the San Antonio Spurs are set to kick off their quest for a sixth championship. To celebrate, the team will be prominently featured in a series of humorous commercials with H-E-B, the city's favorite grocery chain. This partnership includes stars such as Victor Wembanyama, De Aaron Fox, Stephon Castle, Devin Vassell, Keldon Johnson, and Dylan Harper, who will all appear in the commercials to promote both the team and the grocery store.

The first commercial, titled "Hardball," has already been released. It features a young boy convincing Fox to trade his jersey for H-E-B bread and butter pickle potato chips. Fox's response is a simple "Worth it." The ad ends with Castle attempting to obtain some chips from the kid, only to reveal that the boy has persuaded all the Spurs to give up their jerseys for H-E-B treats.

In addition to the commercials, fans can enjoy game day excitement at their local H-E-B stores. Starting in November, the grocery chain will carry exclusive Spurs merchandise that can only be found at select stores in San Antonio, Austin, and South Texas. Customers are also encouraged to wear Spurs gear while shopping for a chance to win surprise tickets and merchandise giveaways throughout the season.

The Spurs and H-E-B have been collaborating on TV since 2004, and this annual series has become a staple during NBA seasons. As part of their commitment to community, H-E-B recently pledged $500,000 to fund youth basketball courts in underserved communities across Texas.