Swiss watchmaker Tissot’s Global Partner deal with Fiba, basketball’s global governing body, led to its biggest ever sponsorship agreement with the US-based National Basketball Association.
The National Football League has long been the dominant sports organisation in North America and our research into the top five deals of the five major US leagues confirms its position at the top of the sponsorship tree.
The National Basketball Association (NBA) has secured higher prices in renewed deals with carmaker Kia Motors America and financial services company BBVA, with both brands highlighting the league’s digital platforms as a key value driver.
A rise in brand awareness, brand perception and overall sales in the US were major factors in the decision of carmaker Kia Motors America to renew its position with the National Basketball Association (NBA).
Spanish bank BBVA’s goals for its partnership with the National Basketball Association (NBA) will remain the same under its new deal, Carlos Ricardo, director of marketing, advertising and sponsorship for BBVA, told Sports Sponsorship Insider.