National Basketball Association (NBA)

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Sports Sponsorship Insider has undertaken research into 139 properties and 846 different brands across the top leagues and competitions in basketball.

Japanese e-commerce brand Rakuten has focused its sponsorship activity on best-in-class sponsorship properties that reflect its culture, values and philosophy of innovation

Japanese e-commerce brand Rakuten is almost certain to have paid the highest fee in the first sales round of NBA team jersey patch rights under its deal with NBA champions the Golden State Warriors, from 2017-18 to 2019-20.

Payment services brand American Express has signed an extension to its marketing partnership with the National Basketball Association (NBA), continuing as the Official Card of the NBA, WNBA and the NBA G League, the official minor league organisation, from 2017-18.

In October’s Sports Sponsorship Insider, we took an in-depth look at the sport of basketball, covering 773 sponsorship deals, including 400 National Basketball Association (NBA) team deals, plus central a…

US gaming accessories brand HyperX has renewed its partnership with the NBA 2K League. Under the deal, HyperX will continue as the Official Headset Partner of the NBA 2K League for a second season

PokerStars operator The Stars Group has struck its first partnership with a US professional sports league

Chinese smartphone maker Vivo has signed a new partnership with the NBA in the Philippines

The NBA basketball league has entered into a global partnership with UnitedMasters, a startup company designed to empower independent music artists

Features

Oil and gas company ExxonMobil has doubled up on its non-motorsports portfolio, again in basketball, securing a multiyear deal with the National Basketball Association.

Mobile phone manufacturer Vivo’s growing Chinese market share was key to its deal to become the Official Mobile Phone Partner of the NBA in China and replace domestic rival ZTE.

NBA China, the organisation that conducts all the National Basketball Association’s business in China, made two major changes to its brand roster for the NBA Global Games China 2015.

Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.

Driving customer engagement and generating sales is key to Spanish bank BBVA’s sponsorship strategy.

Raising global brand awareness and technology showcasing is key to Swiss luxury watchmaker Hublot’s sponsorship strategy.

Simplifying the way organisations and individuals use technology is the overarching aim of software company SAP. Sports sponsorship is a great way to reinforce this message, Chris Burton, Head of Global Sponsorship at SAP, told Sport Sponsorship Insider.

Stock market-listed online gaming company Bwin.party deals last month with two sports teams linked to the newly-regulated New Jersey online gaming market in the US are focused on digital rights in line with the company’s increasingly cost-conscious approach to sponsorship.

The first sponsorship deal between a major US professional sports team with an online gambling company took place last month.

Alcoholic drinks maker Diageo beat a renewal offer from incumbent Bacardi to become the exclusive spirits partner of basketball’s NBA last month.