The NBA continues to cement its place as one of the most commercially powerful sports leagues in the world. With $1.62B in team sponsorship revenue this season—up 8% year-over-year and 91% over the past five years. While the number of new brand deals has leveled off compared to past years, brands are spending more per deal, driven by increased trust in the NBA ecosystem and a more selective, intentional approach to partnership strategy. This shift reflects growing brand confidence in the NBA’s expanding global reach, highly engaged fan base, and the anticipation surrounding its upcoming $76B media rights deal.

This year’s report highlights an influx of nearly 450 new brand entrants, including landmark jersey patch partnerships and category deal expansions in Construction, Tech, and Government sectors. At the same time, we spotlight how major spenders like Rakuten and Toyota are shaping the sponsor landscape with deep, multi-channel integrations. Meanwhile athlete creators like Jared McCain and Jalen Brunson are redefining the role of player influence in marketing strategy.

Using SponsorUnited’s proprietary SPND pricing intelligence, this report uncovers the spend trends, asset strategies, and social performance that defined the 2024–25 season—empowering brands and teams to better benchmark, negotiate, and optimize their deals in an increasingly dynamic sponsorship economy.

Our NBA Marketing Partnerships 2024-25 report offers brands the insights needed to navigate the evolving NBA sponsorship landscape, identify key opportunities, and maximize the impact of their partnerships in the most-watched sports league in the US. Authored by SponsorUnited's Marketing, Business Intelligence, and Analytics teams, the report encompasses more than 1,700 brands, 2,600 deals, and 41,780 social posts from September 13, 2024, to April 13, 2025.

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