Exciting Times for the NBA: New Sponsors and Record Partnerships in Full Swing

Exciting Times for the NBA: New Sponsors and Record Partnerships in Full Swing

Welcome to the bustling world of basketball! As we gear up for the 2024-25 season, the NBA is buzzing with excitement after scoring a whopping 51 marketing partners, a record high for the league! Yes, you heard it right, 51! This is no small feat, and it comes thanks to a busy offseason filled with new signings and high-profile renewals that has ensured pro basketball keeps its charm, and its revenue streams, alive and kicking.

New Faces in the Game

This year, the NBA has welcomed seven new brands into its fold, each bringing their own flavor and offerings. According to Kerry Tatlock, the NBA’s executive vice president of global partnerships, several of these new sponsors are diving in with assets that either barely existed or didn’t have a title partner before. For instance, Dubai’s Emirates has swooped in as the league’s global airline partner just ahead of last season’s All-Star Game, unveiling a deal that includes branding for the league’s second annual in-season tournament, aptly named the Emirates NBA Cup.

This exciting monthlong tournament kicks off next week and will wrap up with the thrilling semifinals and championship game at the iconic T-Mobile Arena in Las Vegas. Interestingly, Emirates fills a gap left in the consumer category since Southwest Airlines previously held these rights from 2002 to 2010.

SoFi’s Big Move

Stepping up to the plate as well is SoFi, which signed a multiyear agreement with the NBA, NBA G League, NBA 2K League, and even USA Basketball this spring! This exciting partnership marks SoFi as the first title sponsor of the annual preliminary playoff, officially known as the SoFi NBA Play-In Tournament. This tournament is a vital stepping stone for teams finishing in the 7th to 10th positions, battling it out for those coveted playoff seeds. It’s all about the thrill of competition and gaining a shot at championship glory!

Adding to the Roster

The NBA isn’t stopping there! Five additional brands have joined the league this year, expanding the family further. We have Castrol, Kendall Jackson (the league’s first-ever wine partner), Wingstop, United Wholesale Mortgage (which was co-founded by the father of Phoenix Suns owners, Mat and Justin Ishbia), and last but not least, Rhone, a stylish dress shirt company established by brothers Nate and Ben Checketts.

It’s interesting to note that their dad, Dave Checketts, boasts an incredible resume, having worked as an NBA International executive and held key roles with the Utah Jazz, New York Knicks, and the Madison Square Garden Corp. Now that’s some impressive lineage!

Renewing Partnerships for a Strong Future

On the other side of things, we have the loyal partner DoorDash, who has been with the NBA since 2020, recently extending its partnership last month. Tatlock shared his optimism regarding this diverse mix of both new and established brands. He states that it positions the league “on pace to continue positive momentum” for the health and vitality of the league’s partner business.

Looking Ahead

This mix of brands, each bringing unique offerings and excitement to the table, paints a promising picture for the NBA’s future. As we eagerly anticipate yet another thrilling season of basketball, it’s clear that the NBA isn’t just playing the game; it’s also mastering the art of partnership. What an exhilarating time to be a fan of the sport!

So, whether you’re gearing up for the action on the court or getting ready to enjoy the stories off of it, there’s no doubt that the buzz around this season is likely to be louder than ever!