National Basketball Association (NBA)

The Covid-19-enforced interregnum in the 2019-20 NBA season created an opportunity assuredly exploited by the league’s commercial team.

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 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.

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

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

North American basketball league the NBA has agreed a strategic partnership for the Spanish market with fresh fruit producer Fresón de Palos.

NBA basketball franchise the Houston Rockets has unveiled mobile phone start-up ROKiT Phones as its first-ever jersey sponsor.

Airline Norwegian has agreed a deal with North American basketball league the NBA to become the Presenting Partner of London Game 2019

US clothing brand Express has expanded its partnership with the National Basketball Association, with a new ad campaign and line of NBA-licensed apparel to follow