Exciting Times for the NBA: A Record Number of Sponsors Join the League!
This season, basketball fans in New York City are in for a treat as the NBA kicks off its 2024-25 season with some thrilling news. The league has set a stunning record with 51 marketing partners stepping up to join the action. That’s right, folks! The number of brands partnering with the NBA has just reached an all-time high, and there’s plenty to be excited about.
A Busy Offseason Brings Fresh Faces
New brands are coming into the fold quicker than you can say “three-point shot.” So far this year, the NBA has welcomed seven new sponsors, and many of these partnerships come with unique opportunities for fans and teams alike. Kerry Tatlock, the NBA’s executive vice president of global partnerships, expresses optimism about this surge in new sponsorships. He notes that many of these brands are activating new initiatives that either didn’t exist before or lacked significant partnerships. Isn’t that exciting?
One of the standout additions to this year’s lineup is Emirates, which recently secured its title as the global airline partner. Just in time for last season’s All-Star Game, Emirates introduced its sponsorship, which includes a fantastic branding opportunity for the league’s inaugural in-season tournament—officially named the Emirates NBA Cup. This tournament kicks off next week and will last a month, culminating in thrilling semifinals and a championship game at the bustling T-Mobile Arena in Las Vegas.
A Tournament to Watch
The Emirates NBA Cup isn’t just another tournament; it’s a week-long celebration of basketball as 30 teams compete for the top honors. Fans, get ready for some nail-biting action!
SoFi Takes the Spotlight
Another big player stepping onto the court is SoFi. This past spring, SoFi signed a multiyear deal that makes it the first title sponsor of the NBA Play-In Tournament. For those who might not be familiar, the Play-In Tournament is an exciting postseason showdown for teams finishing in the 7th to 10th positions of the regular season. It’s an opportunity for those teams to battle it out for a shot at the playoffs. SoFi is bringing a fresh and modern flair to this competition, and fans are buzzing over what’s to come.
New Sponsors and Renewals Galore
This year, five other brands joined the sponsorship roster, including Castrol, Kendall Jackson—the league’s first wine partner—Wingstop, United Wholesale Mortgage, and Rhone, a stylish dress shirt company. The connections to the NBA run deep for some of these new partners, with United Wholesale Mortgage being founded by Mat and Justin Ishbia, whose family has deep ties to the Phoenix Suns and Mercury.
But it’s not just about newcomers. DoorDash, a valued NBA sponsor since 2020, extended its partnership last month. Tatlock shared that the mix of both established and fresh brands gives the NBA a positive outlook for continuing its momentum in the sponsorship world.
Looking Ahead
With this diverse lineup of partners, fans are sure to experience an exciting season ahead. Whether you’re tuning in to the Emirates NBA Cup or eagerly watching the stage set for the SoFi NBA Play-In Tournament, this season promises endless excitement and entertainment. So grab your jerseys, gather your friends, and get ready for the best basketball action as the NBA tips-off another captivating year!
