Basketball
Emirates secures NBA Cup title rights as part of global league deal
Emirates has announced a global sponsorship deal with the National Basketball Association (NBA) that will see it become the first-ever referee jersey patch sponsor for the league and the title sponsor of the NBA Cup.
TCL Fiba renewal shows Chinese sponsors in for the long term
TCL’s decision to renew its Global Partner deal with the International Basketball Federation (Fiba) is evidence of basketball’s enduring appeal to Chinese brands.
AEG consolidates three venues into one deal with Uber naming pact
AEG has consolidated three of its Berlin venues into a single sponsorship deal with ride sharing and fast-food delivery platform Uber, while managing to retain one of the outgoing venue sponsors, Mercedes, in a lower-tier sponsorship role.
TCL is latest Fiba Global Partner to commit to Qatar’s 2027 World Cup
TCL, the Chinese consumer appliances firm, has become the latest top-tier Global Partner of the International Basketball Federation (Fiba) to extend its contract to 2027
EXCLUSIVE: Knicks U-turned on patch deal with Saudi-backed Riyadh Season
A jersey patch deal between the NBA’s New York Knicks and the Saudi General Entertainment Authority’s Riyadh Season collapsed shortly before the 2023-24 season, forcing the team’s owner MSG Sports to co…
Sportfive hires former NBA exec Russell to lead global basketball sales
Sportfive has appointed Chris Russell as director of global sales for its basketball division
Motorola looks to reclaim market share with Euroleague Basketball deal
Motorola’s sponsorship agreement with Euroleague Basketball is designed to support the brand’s attempts to re-establish itself across Europe.
Team embarks upon new business era with BCL sponsorship sales
Team Marketing is to sell sponsorship rights and provide commercial advisory services to the Basketball Champions League (BCL) and Fiba Intercontinental Cup in the agency’s first piece of announced new b…
Euroleague Basketball adds Motorola to roster, in talks over Turkish Airlines renewal
Euroleague Basketball has added to its Premium Partner tier with the signing of global smartphone manufacturer Motorola in a deal covering both the EuroLeague and EuroCup competitions and is also in talks…
NBA’s Pacers put QR code on jersey in US pro team sponsorship first
The Indiana Pacers, of the National Basketball Association, have claimed a US major league professional franchise first, with their new jersey sponsor to incorporate a QR code-like patch
Kia takes naming rights to Orlando Magic’s arena
Kia, the Korean car manufacturer, has further strengthened its presence in the National Basketball Association, stepping up its involvement with Orlando Magic to take over the naming rights to the franchise's home arena.
Hornets take rights fee hit on Feastables patch deal
The first jersey patch sponsorship between a ‘creator-led’ brand and an NBA franchise did not result in a rights fee uplift, SportBusiness Sponsorship has learnt.
YMCA badges Atlanta Hawks jersey in purpose-led patch deal
The YMCA of Metro Atlanta has signed as the jersey patch partner to the NBA’s Atlanta Hawks in a purpose-led collaboration between the two entities.
OlyBet builds on Final Four role with broader Euroleague Basketball deal
OlyBet has become the latest brand to expand its association with Euroleague Basketball after becoming a premium partner of both the flagship EuroLeague competition and the EuroCup in a contract running unt…
NBA ties up Foot Locker in multi-year deal
The National Basketball Association has announced a multi-year sponsorship deal with footwear and apparel retailer Foot Locker that makes the brand an official marketing partner in the US
Robinhood targets broadcast integrations in Wizards jersey patch deal
The sale of the Washington Wizards’ jersey patch to online brokerage platform Robinhood was heavily influenced by the regional sports network broadcast integrations guaranteed by the NBA franchise’s ownership group, Monumental Sports & Entertainment (MSE).
Global Partner | Smart Communications and the Fiba Basketball World Cup
Mobile services provider Smart wanted to use its sponsorship of the Fiba Basketball World Cup to create an uplift in brand awareness and association in its home market through digital and out-of-home executions.
NBA, WNBA and USA Basketball announce Skims as first underwear sponsor
The National Basketball Association and Skims have announced a multi-year sponsorship agreement that makes Skims, the shapewear brand, the official underwear partner of the NBA, Women’s National Basketball A…