National Basketball Association (NBA)

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Rakuten House was a branded space erected in Chicago to leverage the ecommerce brand’s rights around the 2020 All-Star Weekend.

In July 2019, Nike leveraged its NBA supplier partnership and its endorser deal with Giannis Antetokounmpo to celebrate the player’s MVP award and promote the launch of his first signature shoe.

Michelob Ultra, the official beer of the NBA, leveraged its rights around the 2020 NBA season restart with a multi-channel campaign led by a Jimmy Butler singalong commercial

In February 2020, Hennessy leveraged its new status as the official spirit of the NBA with an integrated campaign launched to coincide with the NBA All-Star Weekend.

November 2019 saw Budweiser celebrate the extension of its NBA official beer partnership with a responsible drinking campaign fronted by LA Lakers star Danny Green.

The NBA’s Golden State Warriors top the list of the US sports teams which wield the greatest sponsorship clout outside North America, according to a study by specialist analytics company DataPowa.

The NBA has unveiled a series of commercial partners for the basketball league’s 2019 Global Championship, which features the best young basketball players from around the world. AT&T, Beats by Dr.

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

Features

The NBA’s central sponsorship portfolio is worth approximately $600m (€533m) in 2019-20, SportBusiness Sponsorship has found, of which about 60 per cent is marketing fees and the remainder is licensing royalties.

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…

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.