Brands spend more despite fewer NBA sponsorship deals
The NBA generated $1.62 billion in team sponsorship revenue for the 2024–25 season, according to SponsorUnited’s NBA Marketing Partnerships Report.
This marks an 8% year-on-year increase and a 91% rise over the past five seasons, up from $850 million in 2019–20.
While the NFL remains ahead with $2.49 billion, the NBA’s growth trajectory is noteworthy. The average NBA team sponsorship deal now stands at $745,000, compared to $654,000 in MLB and $438,000 in the NHL. Although the NFL maintains a much higher average at $6 million, the NBA’s increasing value per deal highlights the success of its integrated sponsorship strategy.
The most notable trend is the NBA’s growth did not come from more deals. Instead, sponsorship deal volume grew by just 2.5% year-on-year. The key driver has been an increase in the number of assets sold per deal, now at a five-year high.
According to the report, this shift reflects stronger brand confidence in the NBA’s commercial platform, underpinned by a globally engaged fanbase and the league’s upcoming $76 billion media rights deal, expected to begin in the 2025–26 season.
The repackaging of sponsorship
The increase in sponsorship revenue has been supported by how NBA teams are now packaging their deals. Instead of signing a high volume of sponsors, teams are offering multi-asset partnerships that span various channels, including broadcast, social media, in-venue signage, and community initiatives.
This approach allows sponsors to activate across a broader mix of platforms within a single deal. The report notes that the number of assets sold per deal has reached a five-year high, suggesting that teams are aligning with brands on longer-term, more versatile agreements.
Toyota was highlighted as the most versatile sponsor, activating across more asset types than any other brand. It currently partners with more than half of the league’s teams. Similarly, Rakuten’s jersey patch deal with the Golden State Warriors, the largest partnership in the NBA, continues to deliver visibility across media, venue branding and social content.
Tech, auto and healthcare drive growth
Spending by the technology, automotive, and healthcare sectors increased significantly in 2024–25, with brands in these categories favouring high-profile assets such as jersey patches and training centre naming rights.
Technology led all categories in new spending, with a $22 million year-on-year increase. The standout example was Intuit’s naming rights deal for the LA Clippers’ new Intuit Dome, one of the most high-profile arena sponsorships of the season.
In the automotive category, spending rose by $8 million, supported by a new jersey patch partnership between the Sacramento Kings and auto-tech firm Reviver. Toyota, already a major player in NBA sponsorship, continued to lead in asset diversification, activating across community programmes, media, and venue signage.
Healthcare also saw an $8.2 million increase in spending. Notable deals included Kaiser Permanente’s expanded agreement with the Clippers, which now covers training centre naming rights, and Memorial Hermann’s expanded partnership with the Houston Rockets.
These sectors are opting for deeper, more visible sponsorships across multiple touchpoints, further reinforcing the trend toward higher-value deals.
New brand entrants prioritise jersey patches and local focus
Nearly 450 brands entered the NBA sponsorship ecosystem for the first time in the 2024–25 season. While this included a diverse mix of sectors, the largest growth was seen in construction, beverage alcohol, and technology.
The most popular asset among new sponsors was the jersey patch, with the number of new deals more than doubling year-on-year. Of these, 55% were first-time NBA sponsors. The combined value of these new jersey patch deals was over $80 million.
Notable new entrants include Amica Insurance, which signed a jersey patch deal with the Boston Celtics shortly after their championship win, and GetYourGuide, a Berlin-based travel platform, which partnered with the Brooklyn Nets. This marked the company’s first foray into US sports sponsorship.
A notable trend within the government and hospitality sectors was a focus on local marketing. Half of the government-related deals were signed by tourism boards, while half of the new hospitality sponsors were restaurants.
Player driven content reshaping endorsement strategies
NBA players are increasingly acting as both athletes and content creators, influencing how brands approach sponsorship. The 2024–25 season saw Jared McCain of the Philadelphia 76ers set a new league record with 30 endorsement deals. Known for his social media presence and Gen Z appeal, McCain’s profile shows how personality and digital reach can now rival on-court performance in brand value.
Three of the top five most-endorsed players were from the New York Knicks: Jalen Brunson, Josh Hart, and Karl-Anthony Towns. Their consistent off-court visibility and content-driven engagement helped them attract multiple brand partnerships.
The technology category has been especially active in this area, with brands turning to players who can create content that resonates with younger audiences. The report found that player-led social content is a growing factor in sponsor decision-making, with social engagement metrics increasingly used to assess potential value.
Golden State Warriors lead in sponsorship engagement
The Golden State Warriors continue to set the standard in commercial performance, ranking among the top-tier franchises in global sport. The team is now tracking toward a $200 million+ sponsorship business, placing it alongside major US properties like the Dallas Cowboys and Los Angeles Dodgers.
Two long-term partnerships are central to this success. Rakuten’s jersey patch deal remains the largest sponsorship agreement in the NBA, while Chase holds the naming rights to the Chase Center. Both brands also invest in digital, in-arena and broadcast activations, increasing their visibility across multiple channels.
The Warriors also led the league in branded social engagement, with over 25 million interactions during the season. They ranked second in overall follower growth, reinforcing the link between digital reach and commercial strength.
The combination of strong on-court relevance, high-profile partnerships and consistent fan engagement has positioned the Warriors as the NBA’s most marketable team.
