As the Oklahoma City Thunder and Indiana Pacers face off in the NBA Finals, the basketball world is locked in on the action. The championship isn’t the only high-stakes battle unfolding—brands are making their mark in a record-setting sponsorship season. Behind every fast break and buzzer-beater is a league that’s rapidly becoming one of the most commercially dominant forces in global sports.

According to our NBA Partnership Marketing 2024-25 report, NBA team sponsorship revenue hit $1.62 billion this season—an 8% year-over-year increase, and a 91% leap over the past five years. What’s driving the numbers isn’t an influx of deals, but a shift toward deeper, more deliberate partnerships—built on trust in the NBA’s global platform and passionate fan base.

What’s Fueling the Surge?

Tech, Auto, and Healthcare brands have emerged as dominant players, investing in premium sponsorship assets like jersey patches and training facilities. Toyota, for example, led the auto category in asset versatility, while tech partnerships like the Sacramento Kings' deal with Reviver signal a new wave of category innovation.

Even more striking is the rise of athlete-creators. Philadelphia 76er Jared McCain made headlines with 30 endorsement deals—more than any NBA player ever—illustrating how personality, relatability, and platform matter more than ever in today’s endorsement landscape. Players like McCain and Jalen Brunson are redefining what influence looks like in a post-performance-driven marketing world.

And it’s not just the big names. This season saw nearly 450 new brand entrants join the NBA sponsorship roster. From restaurant chains to tourism boards, brands are recognizing the NBA’s ability to deliver both local engagement and global visibility. It’s a powerful mix—especially with the league’s massive $76B media rights deal on the horizon.

From billion-dollar arenas to viral TikToks, this year’s report uncovers the forces redefining sponsorship strategy across the league. 

5 Data-Driven Trends in NBA Sponsorship

Want a sharper look at what’s powering the league’s $1.6B in sponsorship value? Our latest report surfaces the key shifts every brand marketer should be watching:

• More Value Per Deal: Teams are selling more assets within each partnership—hitting a five-year high in asset volume per deal and signaling a move toward more holistic, high-impact sponsorships.
  
  
• Category Strategy Is Evolving: Construction, Government, and Restaurant sectors are emerging in unexpected ways, often as highly local, community-driven plays.
  
  
• Premium Assets = Premium Growth: Training centers, naming rights, and jersey patches continue to drive top-dollar investments—especially among healthcare and tech brands.
  
  
• Influence Is Getting Personal: The most endorsed players are also the most relatable, with athlete-generated content increasingly driving brand performance across social.
  
  
• Superteams Off the Court: The Golden State Warriors are on pace to join an elite $200M sponsorship tier—thanks to deep brand integration across digital, in-venue, and broadcast platforms.

Dig into the full report for brand rankings, category trends, and the sponsorship strategies powering the NBA’s $1.6B season.

Download the full 2024-25 NBA Marketing Partnerships Report.

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