This article contains information regarding the organisations enjoying a strong branding presence across the National Basketball Association’s (NBA) physical and digital assets as its sponsors and partners for the 2022-23 season.
Also read: Sponsorship changing NBA’s future
Sports Equipment and Apparel Partners
Wilson has served as the NBA’s official ball supplier since the start of the 2021–22 season thanks to a multi-year agreement announced in May 2020. Since 1983, the NBA had utilised official Spalding game balls, which were replaced after the 2020–21 season. Up until the 1982–83 season, Wilson had been the manufacturer of NBA balls since the league’s inaugural season in 1946.
Wilson also assumes the role of official ball for the Women’s National Basketball Association (WNBA), the NBA G League, the NBA 2K League, and the Basketball Africa League as per its latest agreement with the NBA. The 2022 WNBA season, the 2021–22 NBA G League season and the 2021 virtual NBA 2K League season all saw the introduction of Wilson’s ball.
The NBA announced in June 2015 that it had signed an apparel deal with Nike beginning with the 2017-18 season. The eight-year deal is reportedly worth US$1 billion.
Caesars Sportsbook, a gaming company, has a contract with the NBA through which it occasionally offers promo codes and deals to encourage fans to engage with the league and its merchandise even more.
In November 2019, fantasy sports website DraftKings agreed to a multi-iyear agreement to join the NBA’s list of authorised sports betting operators.
In accordance with the agreement, DraftKings is permitted to use official NBA trademarks on its mobile sports betting app and in its physical sportsbook sites across the US.
To support its sportsbook operations, DraftKings also has access to the league’s official betting information.
The NBA and American gaming company FanDuel announced a multi-year expanded partnership in November 2021. As part of the agreement, FanDuel was named the NBA’s official sports betting partner and received expanded marketing, content and digital rights to incorporate NBA assets into its platforms for sports betting, daily fantasy sports and online casinos. Previously, the NBA had approved FanDuel as a gaming operator.
Along with the current agreement, FanDuel also unveiled a historic multi-year partnership with the National Basketball Players Association (NBPA), which grants the company the right to use images of active NBA players in its creatives and in highlights shared on its platforms, apps, social media and broadcast channels.
A multi-year agreement between Google and the NBA was announced in October 2021, designating the Google Pixel as the league’s official fan phone. For the 2021–22 season, Google Pixel served as the first-ever presenting sponsor of the NBA Playoffs broadcast on ESPN and TNT.
The NBA, the NBA G League, and the NBA 2K League use Google Trends throughout the season to deliver real-time search data as well as their most thrilling moments. Google is the Official Search Trends and Fan Insights Partner and Official Search Engine. Using Google’s most recent 3D and AR technologies, the two parties also create creative fan experiences for Google applications and Pixel.
The NBA and Hyperice announced a collaboration in July 2020, the latter becoming the league’s “Official Recovery Technology Partner”.
In order to help everyone move better and recover more quickly, the deal sees Hyperice give NBA players access to the specially developed Hyperbox with a Hypervolt hand-held percussive massager.
In April 2020, Microsoft joined the NBA sponsorship portfolio as an official technology partner.
Together, the firms develop a direct-to-consumer platform that offers improved streaming capabilities and fresh fan engagement experiences, all powered by Microsoft Azure’s AI capabilities.
The NBA and Sportradar Group, a global sports technology company that develops experiences for sports fans and bettors, announced a broad multi-year partnership agreement in November 2021.
The deal allows the NBA, the WNBA and the NBA G League to utilise Sportradar’s capabilities to expand their US operations, broaden international footprint, and boost fan engagement.
The existing agreement between the two parties is set to expire after the 2023–24 NBA season. A new collaboration will give the NBA an equity position in Sportradar.
Rakuten, a Japanese tech company that offers e-commerce solutions, was announced as an official partner of the NBA in October 2017.
In October 2022, the NBA partnered with Rakuten to bring the Golden State Warriors and the Washington Wizards to Japan for their pre-season games.
SAP, a German business analytics software company, in 2012 partnered with the NBA, the WNBA, and the NBA G-League to leverage data and analytics through NBA.com/stats to transform the leagues’ fan experience.
In October 2020, ServiceNow was recognised as the first Official Workflow Partner of the NBA and the WNBA.
As per the terms dictated by this agreement, the NBA and the WNBA rely on ServiceNow to provide the tools and technologies required to build and optimise operations. The two leagues are able to carry out crucial onboarding and health screening procedures thanks to ServiceNow’s workflows, which help to foster a safer environment on their campuses.
Official Crypto Partner
The NBA agreed to its first-ever cryptocurrency sponsorship contract in October 2021 with Coinbase, a publicly-traded business that operates a cryptocurrency exchange.
The WNBA, the NBA G League, the NBA 2K League, and USA Basketball are just a few of the platforms that Coinbase uses in accordance with the deal.
Also read: NBA: Top Crypto Deals in NBA
Food and Beverages Partners
A multi-year sponsorship agreement between the NBA and food delivery company DoorDash was signed in August 2020, with the intention of highlighting black-owned eateries. With the implementation of the agreement for the NBA post-season, DoorDash became the first on-demand delivery service for the NBA, the WNBA and the NBA 2K League.
Every time a user ordered from a black-owned restaurant featured on DoorDash during August 2020, DoorDash donated US$1 to the National Urban League US as part of the #PlayItForward social media campaign.
A cognac retailer, Moët Hennessy established a multi-year collaboration with the NBA in February 2020, becoming the Official Spirit of the NBA, the WNBA and USA Basketball.
The NBA and Moët Hennessy officially launched their relationship in February 2020, at the NBA All-Star 2020 in Chicago, where the latter acted as a presenting partner on the pre-game red carpet as well as an associate partner of the NBA Celebrity Game presented by Ruffles.
Since 2009, Taco Bell has served as the league’s official quick-service restaurant partner. In October 2013, the American fast-food giant announced a multi-year expansion of its marketing deal.
In July 2021, Taco Bell teamed up with the NBA to launch a “Flamin’ Hot Doritos Locos Tacos” as part of the NBA menu.
Anheuser-Busch InBev (Michelob Ultra)
The NBA and Labatt Breweries of Canada announced a multi-year relationship in October 2021, ahead of the league’s 75th Anniversary Season, making Michelob Ultra the Official and Exclusive Beer Partner of the NBA in Canada.
The new agreement is a part of a larger alliance between Anheuser Busch and the NBA, which got underway in 2020 when Michelob Ultra was named the league’s Official Beer Partner in the United States.
For the majority of the past ten years, Gatorade has served as the NBA’s official sports beverage. The NBA announced that the NBA Development League would become the NBA Gatorade League beginning with the 2017–18 season.
The NBA Development League posted the announcement on its social media accounts in February 2017.
The NBA and PepsiCo announced a multi-year contract arrangement in March 2021, extending the 2015-starting agreement. According to the new agreement, PepsiCo continues to serve as the official soft drink and snack of the NBA, the WNBA, and the G-League developmental league.
Prior to 2015, PepsiCo and the NBA had in place a 28-year partnership reportedly worth US$10 million. The current multi-year agreement between the two parties includes Mountain Dew, Aquafina, Brisk, Doritos and Ruffles goods from PepsiCo.
Travel and Automobile Partners
CarMax, an American retailer of used cars, in December 2020, announced a new partnership with the NBA, the WNBA and Turner Sports.
As part of the multi-year agreement, CarMax is the official auto retailer of the NBA and the WNBA—the first automotive retail partnership in WNBA history—as well as the presenting partner of NBA Tip-Off on TNT.
In October 2016, Exxon Mobil announced on its website a multi-year marketing partnership with the NBA, becoming in the process the Official Motor Oil of the league in the US and China.
The NBA has partnered with Korean automaker Kia Motors for many years. Kia serves as the league’s official vehicle partner.
According to the agreement, Kia America serves as the league’s Official Car supplier and is the Official Automotive Partner of the NBA, the WNBA and the NBA G League.
In December 2020, the NBA and Hotels.com, a subsidiary of Expedia Group, announced a multi-year global partnership, Hotels.com becoming the NBA’s official travel partner in the process.
The agreement gives Hotels.com an in-game presence with brand integration on the top of the backboard for nationally-televised games throughout NBA the season on ABC, ESPN and TNT.
The NBA and Kumho Tire, a South Korean tire manufacturer, announced in October 2016 that their marketing alliance in the US, Canada and South Korea would be extended for a number of years. The partnership was first established in 2014, when Kumho Tire became the NBA and the NBA Development League’s first-ever tyre partner.
Take-Two Interactive, the NBPA and the NBA have recently renewed their licensing agreement for NBA 2K. The new deal is a seven-year agreement beginning in January 2019 and has a reported potential value of US$1.1 billion.
The NBA titles, content and licensing are all owned by American video game publisher 2K, which was established by Take-Two Interactive in January 2005.
American Express (Amex)
The NBA has been working with American Express, a New York-headquartered American multinational financial services corporation, for more than two decades. The NBA and Amex renewed their agreement in October 2021, the latter becoming the official credit card of the WNBA, the NBA, and the G-League and adding value to the NBA 2K video games as well.
When purchasing NBA 2K22 through the online 2K store, American Express members received 35,000 in in-game currency.
NBA teams Boston Celtics, Chicago Bulls, Los Angeles Lakers, Miami Heat and Brooklyn Nets are also linked with the payment card services company.
As the Official 5G Innovation Partner of the NBA and the WNBA, AT&T expanded its collaborative relationship with these two leagues in July 2021. The 2019-starting cooperation thus continues to develop fan-first experiences that improve fans’ in-stadium and at-home sporting experiences.
Within the WNBA app, the American multinational telecoms firm is experimenting with a number of game-changing augmented reality (AR) innovations for spectators. WNBA fans will soon be able to follow their favourite teams and players on a prototype that is currently being developed. They will also be able to play a fun bracket-style game and send or share some of their favourite accomplishments on social media.
Beats by Dre
In September 2018, the NBA and Beats by Dre, an Apple-owned global premium headphone brand co-founded by Dr. Dre (Andre Romelle Young), announced a comprehensive marketing and merchandising partnership.
As of October 2018, Beats serves as the official headphone, wireless speaker, and audio partner of the NBA, the WNBA, the NBA G League, and USA Basketball.
In March 2018, prior to the 2017–18 NBA Finals, YouTube TV and the NBA reached a marketing agreement, which made the former an official partner of the latter.
As per the deal, the June Championship Round of the NBA was known as “The Finals Presented by YouTube TV”. The WNBA Finals and the NBA G League were also granted identical branding rights by the Google-owned virtual MVPD.
Founded in 1913, The Clorox Company is an American multinational manufacturer and marketer of health and disinfection products.
The NBA and The Clorox Company announced a multi-year deal in March 2021, the latter becoming the Official Cleaning Partner of the NBA and the WNBA.
As per the deal, Clorox provided a range of merchandise for the Las Vegas venues as a major backer of the NBA Summer League in 2021.
Kaiser Permanente, an American healthcare company, agreed to a multi-year partnership with the NBA in January 2015. As per the deal, Kaiser Permanente serves as the Official Health Care Partner of the NBA, the WNBA, the NBA D-League and USA Basketball.
LegalZoom, an online platform for legal, compliance and tax solutions, announced in January 2022 “Fast Break for Small Business”, a multi-year community effort launched in collaboration with the NBA, the WNBA and the NBA G League that offered US$6 million in grants as well as LegalZoom’s services to thousands of small businesses across the US.
Louis Vuitton, a French manufacturer of luxury goods, has had a partnership agreement in place with the NBA since January 2020.
In March 2021, Mondelēz International and the NBA announced a multi-year licensing and marketing agreement, the former becoming an official partner of the NBA, the WNBA, the G-League, the NBA 2K video game series, the NBA 2K League, and USA Basketball.
The NBA and American headwear manufacturer New Era announced an expanded global licensing partnership in October 2016, making the latter the official authentic headwear supplier of the NBA, the WNBA and the NBA Development League.
As per the deal, New Era manufactures caps for NBA events, such as the NBA Draft presented by State Farm, the Conference Finals, and the NBA Finals, including essential goods like the NBA Draft Cap and the Official Locker Room Championship Cap. New Era is the league’s official legitimate headgear provider as well.
Oculus, a Facebook-owned virtual reality (VR) tech company, was named the NBA’s official marketing partner in August 2020. Oculus acts as the first-ever VR headset partner of the NBA, the WNBA and the NBA G league thanks to the multi-year agreement.
The NBA and Japanese multinational company Sony announced a contract in November 2012, which gave Sony the exclusive rights to broadcast NBA games in India.
The agreement includes live NBA games, original programming and an agreement to jointly run community basketball tournaments across the country, all of which is broadcast on the Sony Six channel.
State Farm, a US-based insurance company, was officially revealed as an NBA partner in a six-year agreement in January 2016.
The deal includes rights to USA Basketball and the NBA Development League. Additionally, State Farm has also worked with 21 NBA teams.
Ticketmaster, a global marketer in ticketing, announced in December 2021 an extension of its ticketing partnership with the NBA, which began in 2012 and was further renewed in February 2018.
This agreement goes beyond those specific collaborations to make Ticketmaster a league-wide partner for primary and secondary ticketing as well as the WNBA and the G League.
In October 2021, the NBA and Tissot announced a multi-year renewal of their marketing collaboration. This arrangement builds on the worldwide one that started in 2015.
The collaboration continues to promote Tissot’s precise timekeeping, performance and style to NBA fans all over the world. Tissot serves as the Official Watch and Official Timekeeper of the NBA, the WNBA and the NBA G League.
In accordance with the extensions, Buzzer continues to function as a distributor for the NBA and WNBA League Passes and outside-the-market live game streaming services, while also offering pay-per-view (PPV) access to significant game periods.