The Yocha Dehe Wintun Nation has bought airtime in seven major cities during halftime of tonight’s NBA Finals Game 3 for a one-minute spot criticizing the Redskins team name, and calling for it to be changed. Here’s the extended two-minute version of the “Proud to Be” video, produced by the National Congress of American Indians back in January, leading up to the Super Bowl.

When sports fans tuned into the NBA finals Tuesday night to see the San Antonio Spurs take on the Miami Heat, they got a look into another fierce standoff.

A California tribe paid for the anti-Redskins advertisement “Proud to Be” to run in seven major cities during halftime. The airing marked the first time the ad, which initially appeared online in time for the Super Bowl, had run before such a wide 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 what its leaders describe as an important discussion of 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,” Marshall McKay, chairman of the Yocha Dehe Wintun tribal council, said in a videoexplaining the tribe’s involvement in the name controversy.

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

Watch The Anti-Redskins Commercial That Will Run During The NBA Finals