Following are the organisations serving as sponsors and brand partners to the National Basketball Association (NBA) and enjoying a strong branding presence across its physical and digital assets for the 2023/24 season.
Also Read
NBA Sponsors 2021-22
NBA Sponsors 2020-21
Wilson has served as the NBA’s official ball supplier since the start of its 2021/22 season thanks to a multi-year agreement signed in May 2020.
Since 1983, the NBA had utilised official Spalding game balls, which were replaced by Nike balls 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 the 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 NBA 2K League season all saw the introduction of the Wilson 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 offers promo codes and deals to encourage fans to engage with the league and its merchandise.
In November 2019, fantasy sports website DraftKings signed a multi-year 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 ongoing agreement, FanDuel serves as the league’s official sports betting partner and receives 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 FanDuel on board as a gaming operator.
Along with the current agreement, FanDuel also has in place 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 as well as 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, the 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 also the Official Search Trends and Fan Insights Partner as well as the Official Search Engine of the league. Using the latest 3D and AR Google tech, the NBA creates fan experiences exclusively for Google applications and the Pixel.
The NBA and Hyperice announced a collaboration agreement in July 2020, the latter becoming the league’s “Official Recovery Technology Partner” in the process.
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 handheld percussive massager.
In April 2020, Microsoft joined the NBA sponsorship portfolio as an official technology partner.
Together, the two parties work on a direct-to-consumer (D2C) platform that offers improved streaming capabilities and fresh fan engagement experiences powered by Microsoft Azure’s AI capabilities.
The NBA and Sportradar Group, a global sports tech 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 new agreement kicked off with the start of the 2023/24 NBA season, which also provides the league with a stake 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.
In 2012, SAP, a German business analytics software company, 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, both 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 on-boarding and health screening procedures thanks to ServiceNow’s workflows, which help foster a safer environment on their campuses.
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.
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 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 in the process.
The NBA and Moët Hennessy officially launched their relationship in February 2020 at the 2020 NBA All-Star Game in Chicago, where Moët Hennessy acted as a presenting partner of the pre-game red carpet event as well as an associate partner of the NBA Celebrity Game presented by Ruffles.
In October 2023, cognac brand Hennessy decided to sign a multi-year extension with the NBA, the WNBA, the NBA G League, USA Basketball, and the Basketball Africa League.
As per the agreement, Hennessy continues to provide NBA fans with immersive experiences during the NBA regular season, the NBA All-Star Game, and the NBA Summer League.
Since 2009, Taco Bell has served as the NBA’s official quick-service restaurant partner. In October 2013, the American fast-food giant announced a multi-year expansion of this marketing deal.
In July 2021, Taco Bell teamed up with the NBA to launch “Flamin’ Hot Doritos Locos Tacos” as part of the NBA menu.
For the majority of the past ten years, Gatorade has served as the NBA’s official sports beverage. In February 2017, the NBA announced that the NBA Development League would become the “NBA Gatorade League” beginning with the 2017/18 season.
The NBA and Labatt Breweries of Canada announced a multi-year agreement 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.
This agreement was 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 US.
In October 2023, Michelob Ultra was also announced as the presenting partner for the 2023 NBA Mexico City Game.
The NBA and PepsiCo announced a multi-year contract arrangement in March 2021, extending the deal that originally kicked off in 2015.
As per the 2021 extension agreement, PepsiCo continues to serve as the official soft drink and snack of the NBA, the WNBA, and the NBA Gatorade League.
Before 2015, PepsiCo and the NBA had in place a 28-year partnership reportedly worth US$10 million. The current deal between the two parties includes the following PepsiCo brands: Mountain Dew, Aquafina, Brisk, Doritos and Ruffles.
CarMax, an American retailer of used cars, announced in December 2020 a new partnership with the NBA, the WNBA and Turner Sports.
As part of the multi-year agreement, CarMax serves as 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, ExxonMobil announced 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 partnership was last extended on the back of a multi-year extension agreement in March 2018.
The Korean automaker has partnered with the NBA since 2019, serving as its official vehicle partner.
According to the agreement, Kia America serves as the league’s Official Car supplier as well as the Official Automotive Partner of the NBA, the WNBA, and the NBA G League.
The 2023 Kia Telluride X-Pro is serving as the Official Vehicle of the 2023/24 NBA season.
In December 2020, the NBA and Hotels.com, a subsidiary of Expedia Group, announced a multi-year global partnership agreement, which made Hotels.com the NBA’s official travel partner.
The agreement gives Hotels.com in-game presence with brand integration on the top of the backboard for nationally-televised games on ABC, ESPN and TNT throughout an NBA season.
The NBA and Kumho Tire, a South Korean tyre manufacturer, announced in October 2016 that their marketing alliance in the US, Canada and South Korea would be extended for several more years.
This partnership was first established in 2014, when Kumho Tire became the NBA as well as the NBA Development League’s first-ever tyre partner.
Take-Two Interactive, the NBPA and the NBA have recently renewed their licensing agreement for 2K Games’ annually-released video game series NBA 2K. The new deal is a seven-year agreement, having begun officially in January 2019, and has a reported potential value of US$1.1 billion.
The NBA titles, content and licensing are all owned by the American video game publisher, which was established by Take-Two Interactive in January 2005.
The NBA has been working with American Express (Amex), a New York-headquartered American multinational financial services corporation, for more than two decades.
The NBA and Amex renewed their agreement in October 2021, with the latter becoming the official credit card of the WNBA, the NBA, and the G-League while also adding value to the NBA 2K series. When purchasing NBA 2K22 through the online 2K store, for example, Amex 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 both the NBA and the WNBA, AT&T expanded its collaborative relationship with the two leagues in July 2021. Having kicked off in 2019, the cooperation thus continues to develop fan-first experiences to improve the fans’ in-stadium and at-home sporting experiences.
Within the WNBA app, AT&T is experimenting with several game-changing AR innovations for spectators, which includes more exhaustive coverage of their favourite teams apart from new mini-games.
In September 2018, the NBA and Beats by Dre, an Apple-owned global premium headphone brand co-founded by Dr. Dre (Andre Romell Young), announced a comprehensive marketing and merchandising partnership.
Since October 2018, Beats has served 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 multichannel video programming distributor (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 in the process. Clorox provided a range of merchandise for venues across Las Vegas as a major backer of the 2021 NBA Summer League.
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 via which it offered its services as well as US$6 million in grants to thousands of small businesses across the US.
Louis Vuitton, a French manufacturer of luxury goods, has had a multi-year partnership agreement in place with the NBA since January 2020.
As part of the deal, the brand creates an annual limited-edition capsule collection for the NBA.
In March 2021, Mondel?z 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 series, the NBA 2K League, and USA Basketball in the process.
The NBA and American headwear manufacturer New Era announced an expanded global licensing partnership in October 2016, which made 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 also the official legitimate headgear provider of the NBA.
Oculus, a Meta-owned VR tech company, was named the NBA’s official marketing partner in August 2020.
Oculus serves as the first-ever VR headset partner of the NBA, the WNBA, and the NBA G League thanks to this multi-year agreement.
State Farm, a US-based insurance company, was officially revealed as an NBA partner on an initial six-year deal in January 2016.
The deal includes rights to USA Basketball as well as the NBA Development League. 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 makes Ticketmaster a league-wide partner for primary and secondary ticketing for the NBA 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 previous one the two signed 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.
Buzzer, a live sports look-in platform, renewed its multi-year contract with the NBA and WNBA, expanding upon its existing collaborations, in October 2022.
As per 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.
An American clothing brand founded by Kim Kardashian, Skims was announced as the Official Underwear partner of the NBA, the WNBA, and USA Basketball in October 2023.
As part of the deal, fans get the opportunity to see the two parties collaborate for marquee events such as the NBA All-Star Game and the NBA In-Season Tournament. Furthermore, Skims also gains visibility through in-game signage, national broadcasts as well as the leagues’ official social and digital platforms.
Fitness product manufacturing company Peloton joined forces with the NBA and WNBA through an announcement made in October 2023, becoming their Official Fitness Partner.
The multi-year agreement sees the NBA League pass made available across all Peloton devices. The company also develops themed fitness classes for the NBA and WNBA.
Peloton is also to introduce “NBA Fitness”, a digital initiative for the NBA App.
This global financial platform and the NBA announced their partnership in October 2023, with Revolut becoming the Presenting Partner for the NBA Paris Game in 2024, which will feature the Brooklyn Nets and the Cleveland Cavaliers.
Further, this agreement also makes Revolut the NBA’s official money management partner across the following countries: France, Germany, Ireland, Spain and the UK.
In October 2023, the NBA signed a multi-year agreement with TNT Sports, which sees the latter deliver over 250 live games and a range of NBA programming to fans in the UK and Ireland through its official channels.
In October 2023, Setanta Sports, a subsidiary of international sports television company Eurasian Broadcasting Enterprise Limited, joined hands with the NBA to help deliver over 120 NBA games to fans in the Philippines through OTT platforms and television channels.
In addition, Setanta’s streaming platform is to provide on-demand access to NBA content series NBA 360.
Leading media network Cignal TV teamed up with the NBA in September 2023 to air the NBA and NBA 2K League games through its OTT and television services in the Philippines.
The NBA announced a multi-year marketing partnership in September 2023 that saw Vivo return as the Official Smartphone of the league in the Philippines. This agreement builds on the two parties’ previous deal, which saw Vivo serve as an official partner of the Jr. NBA Leagues programme.
This collaboration also sees Vivo serve as the Presenting Partner of NBA All-Star Voting in the Philippines.
In January 2023, the NBA and Meta Quest, the official VR headset of the NBA and WNBA, announced a partnership extension.
Thanks to the latest agreement, fans have the opportunity to gain a new virtual reality experience through Meta Horizon Worlds.
Navi Mumbai-based Suditi Sports Apparel announced its association with the NBA in November 2023 on a multi-year basis to distribute official merchandise and fan ware of the competition in India.
As per the deal, official NBA merchandise can be purchased via Suditi’s direct-to-consumer platform, ShopTheArena.com, or through select retail outlets across the country.
The NBA signed a multi-year agreement with Indian media-tech company New Emerging World of Journalism (NEWJ) in November 2023 to create short-form digital content for fans in the country.
The content agreement notably includes distribution of game highlights, lifestyle stories, and behind-the-scenes footage, among other things.
In November 2023, Foot Locker and the NBA announced the commencement of their partnership, which made the former the official marketing partner of the latter in the US.
As per the deal, Foot Locker receives branding exposure through on-court virtual signage during national NBA broadcasts as well as across the league’s social media channels.
The NBA and Sotheby’s announced a multi-year marketing agreement in November 2023, the latter becoming the Official Game-Worn Source of the NBA in the process.
As per the deal, the two have gone on to launch the “Tip-Off” auction, which has so far sold more than 60 game-worn NBA jerseys.
In November 2023, InnovaSport, one of Mexico’s largest sports and lifestyle apparel retailers, signed a multi-year collaboration agreement with the NBA.
The partnership entails the sale of authentic NBA merchandise in Mexico via InnovaSport outlets. It also entails the re-launch of NBATienda.com and other retail outlets.
The NBA struck a multi-year partnership agreement with Emirates in February 2024, making the UAE flag carrier its title sponsor in the process.
This partnership puts the Emirates logo on the referee’s jerseys in the NBA, the WNBA, and the G League. The in-season tournament has also been officially renamed to the “Emirates NBA Cup”.
In November 2023, the NBA announced its partnership with Latin American multi-platform sports betting operator Betcris, which thus became the league’s official betting partner in the Dominican Republic, Mexico, and Panama.
Through this partnership, the two parties work on activations and promotions for fans in the aforementioned countries. Betcris was also one of the associate partners of the 2023 NBA Mexico City Game, which featured the Atlanta Hawks and the Orlando Magic.
In November 2023, the NBA announced a multi-year extension of its partnership with Kellanova, formerly known as The Kellogg Company.
The new deal entails Kellanova supporting 89 Jr. NBA leagues across 19 European countries while also serving as the presenting partner to the Jr. NBA finals scheduled to be held in June 2024.
Kellanova gains visibility by appearing on NBA-branded on-pack promotions, while the two parties also work together on other co-branded activations, presenting fans with the opportunity to watch an NBA match in person in the US.
The NBA and Indian entertainment network Viacom18 signed a multi-year agreement in December 2021 that made the latter the official NBA broadcast partner in India.
As per the deal, Viacom18 is to stream NBA matches on programming across television (via its Sports18 channels) and over-the-top streaming (via JioCinema). Furthermore, Viacom18 is also to provide coverage of marquee events like the NBA All-Star Game, the NBA Play-in tournament as well as the NBA Playoffs and the Finals.
Also read: Denver Nuggets Sponsors 2023/24
Here are 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
NBA Sponsors 2023-24
NBA Sponsors 2021-22
NBA Sponsors 2020-21
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.
Also read: National Basketball Association (NBA) – Sponsors 2021-22
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.
Watch: Top 20 highest-paid NBA players in 2022
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
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.
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.
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.
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.
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, Mondel?z 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.
Buzzer, a live sports look-in platform, renewed its multi-year contract with the NBA and the WNBA, expanding upon its existing collaborations, in October 2022.
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.
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