NBA TopShot "Moment of the Night" Promotion - In-Stadium Event
For special event games (Christmas Day, Opening Day, New Years Day, etc.) fans in attendance can vote after the game on their favorite highlight. Any fan in attendance that votes would then receive the NBA TopShot Moment that received the most votes at the game that they attended.
I could also see this being a branded opportunity for the NBA to sell these as partnership sponsored moment: "Moment of the Night - Christmas Day 2022 brought to you by Under Armour".