When sports fans tune into the NBA Finals tonight to see if the Spurs can take the Heat, they will get a look into another fierce standoff.

A California tribe has paid for the anti-Redskins advertisement “Proud to Be” to run in seven major cities during halftime. The airing marks the first time the ad, which initially appeared online in time for the Super Bowl, has run before such a wide-reaching television audience.

The Yocha Dehe Wintun Nation based about an hour northeast of San Francisco would not say how much it spent for the coveted advertising slot, only that it was a “significant investment” that was deemed necessary to further an important discussion on racism.

“It’s just a time to get people thinking about putting an end to outward hatred and using sports as a tool to focus on racism,” Chairman Marshall McKay says in a video explaining the tribe’s involvement in the name controversy.

The NFL and the Washington team have faced unprecedented pressure in the last year to change a name that has been described as derogatory, and the criticism has only increased since NBA Commissioner Adam Silver issued a lifetime ban against Los Angeles Clippers owner Donald Sterling for making disparaging comments about African Americans.

Among the many who have compared Silver to NFL Commissioner Roger Goodell is Richard Sherman, the cornerback for the Super Bowl champion Seattle Seahawks. In an interview with Time he said he didn’t believe Goodell would act as decisively as Silver if a league owner were caught making racists comments, “Because we have an NFL team called the Redskins.”