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FREE | Sponsorship in basketball, 2018-19

European basketball

 

  • Turkish Airways’ title sponsorship of EuroLeague is the highest-value basketball deal in Europe. The league gives Turkish Airways brand exposure in the nine countries with competing teams: Germany, Greece, Israel, Italy, Lithuania, Montenegro, Russia, Spain and Turkey. The deal is set to expire at the end of the 2019-20 season.
  • Spain’s Liga Endesa is the highest-value domestic league title sponsorship deal. Epithet Endesa is in the second season of its four-year renewal until the 2020-21 season. The brand first became title sponsor in the 2011-12 season.

 

 

  • Nine brands, excluding sportswear brands Nike and adidas, sponsor more than one EuroLeague team. The remaining 298 brands have only one deal each, highlighting the localised nature of EuroLeague team sponsorship.
  • The fast-moving consumer goods (FMCG) sector is the most active in terms of volume of deals (56), with financial services second (30), followed by automotive and healthcare (16 each), and sport and leisure (15). Eight of the sport and leisure industry sponsors are betting brands, two of which are shirt sponsors.

NBA teams

 

  • In the NBA, the top three brands by volume of deals are also central sponsors of the league: State Farm (21), Gatorade (17) and Tissot (11).
  • Two car manufacturers make the NBA’s top five brands in terms of volume of deals. Kia Motors is tied at the top with eleven team deals to complement its central deal, alongside Toyota which has eleven team deals. Ford and Lexus are the other two car brands active in NBA sponsorship, with seven deals each.

Jersey patch deals

 

  • The majority of jersey patch deals are with brands from the same city, or the same state. In the second season of NBA jersey patch sales, only one of the 30 teams – Oklahoma City Thunder – failed to sign a jersey patch partner.
  • The only jersey patch deal with a brand not headquartered in the US is the Golden State Warriors’ partnership with Japanese e-commerce brand Rakuten. This deal, worth around $20m per year, is also the largest in the league.
  • Financial services and information technology brands have the highest number of jersey patch deals.
  • Seven brands headquartered in California have jersey patch deals: Blue Diamond Growers (Sacramento Kings), Fitbit (Minnesota Timberwolves), PayPal (Phoenix Suns), ROKiT (Houston Rockets), StubHub (Philadelphia 76ers), Wish (Los Angeles Lakers) and Zenni Optical (Chicago Bulls).