Basketball
Revenue and performance drive Boston Celtics’ deal-making
American performance bedding company Bedgear’s one-year deal as the Official Performance Sleep System Partner of the NBA’s Boston Celtics was instigated by the team’s sporting department.
Lyft teams up with Madison Square Garden
Rideshare company Lyft has sealed a partnership with top New York sports and entertainment venue Madison Square Garden.
Uber partners with Orlando Magic, Detroit Red Wings
Transportation network company Uber has agreed sponsorship deals with NBA basketball team the Orlando Magic and NHL ice hockey franchise the Detroit Red Wings.
Boston Celtics partner with Bedgear
Sleeping products manufacturer Bedgear has agreed a sponsorship deal with NBA basketball team the Boston Celtics.
Milwaukee Bucks secure latest sponsor for new arena
NBA basketball franchise the Milwaukee Bucks has agreed a deal with Master Lock, through which the security and safety solutions company will sponsor the team’s new arena.
German Basketball Federation signs long-term extension with Peak
The German Basketball Federation (DBB) has renewed its partnership with Chinese sportswear manufacturer Peak.
Euroleague signs betting partner in Russia
Euroleague Basketball, which organises continental club competitions in Europe, has entered into a partnership with Russian bookmaker Fonbet.
Pac-12 signs up new sponsor, extends with Geico
The Pac-12 US college sports conference has agreed a new sponsorship deal with sunglasses brand Maui Jim and extended a partnership with insurance firm Geico.
German Basketball Federation signs jersey sponsor
Health insurance company Pronova BKK has agreed a sponsorship deal with the German Basketball Federation (DBB).
Sponsorship in basketball, 2017-18
Sports Sponsorship Insider has undertaken research into 139 properties and 846 different brands across the top leagues and competitions in basketball.
Philadelphia 76ers land first international partner
NBA basketball franchise the Philadelphia 76ers has agreed a sponsorship deal with Australian meat products manufacturer Four’N Twenty.
Timberwolves sign up Hy-Vee
US retail store chain Hy-Vee has entered into a partnership with the Minnesota Timberwolves NBA basketball franchise.
Fiba renews Connor Sports partnership
The International Basketball Federation (Fiba) has extended its partnership with sports surfaces supplier Connor Sports.
Charlotte Hornets sign jersey sponsor
Online loan marketplace LendingTree has agreed a deal to become the jersey sponsor of NBA basketball team the Charlotte Hornets.
French Basketball Federation switches from Adidas to Nike
The French Basketball Federation (FFBB) has agreed a kit deal with US sportswear company Nike.
WNBA opens up second jersey sponsorship opportunity
The Women’s National Basketball Association will allow teams in the North American league to sell additional jersey sponsorship and on-court sponsorship space from the 2018 season.
Chinese Basketball Association signs new sponsor
The Chinese Basketball Association has agreed a sponsorship deal with Lihon Petrochemical.
Brisbane Bullets sign new main sponsor
Australian National Basketball League team the Brisbane Bullets has named renewable energy firm Pathion as its new principal partner.