The State of NBA Sponsorships for the 2024-2025 Season

As the NBA tips off its 2024-2025 season, the sponsorship landscape is buzzing with innovation, digital integrations, and a renewed focus on social responsibility. The league offers sponsorship professionals a perfect storm of global visibility, engaged fans, and a diverse range of platforms to leverage. This season, brands are capitalizing on the NBA’s digital presence, expanding globally, and embedding themselves into the fan experience more than ever before. Here’s a look at the top trends and examples of how leading brands are playing in this space.

1)  Digital and streaming dominance

As the NBA’s digital viewership continues to rise, sponsors are following suit by pivoting to online platforms to reach younger, more tech-savvy audiences. Brands like Google and State Farm are doubling down on this trend, leveraging the NBA’s League Pass and YouTube TV partnerships to deliver in-stream ads, sponsored highlights, and exclusive digital content. For example, State Farm’s long-standing relationship with the NBA now spans beyond courtside signage to include in-game sponsored replays and behind-the-scenes footage for digital channels. The insurance giant continues to push digital-first initiatives, reinforcing its presence in front of millions of streaming viewers.

2)  Global expansion and cross-border partnerships

The NBA’s international appeal has sponsors thinking beyond US borders. With fans tuning in from all corners of the globe, multinational brands are leveraging NBA assets to reach a global audience. Nike, already an iconic partner of the NBA, continues to tailor campaigns for regions like Europe and China, utilizing the league’s global stars to build brand loyalty across diverse markets. Another prime example is Tissot, the official timekeeper of the NBA. The Swiss watchmaker is not only capitalizing on traditional in-game clock sponsorships, but also rolling out global marketing campaigns tied to marquee NBA events like the All-Star Game, promoting its high-end watches in key international markets.

3)  Strategic social responsibility

Aligning with social responsibility initiatives is no longer optional — it’s expected. Sponsors are tapping into the NBA’s focus on mental health, equality, and sustainability to strengthen their brand values and resonate with today’s socially conscious consumers. Kaiser Permanente has been a trailblazer here, partnering with the NBA on mental health awareness campaigns aimed at athletes and fans alike. Their efforts, like the Thrive campaign, focus on health and wellness through content distributed across NBA digital platforms, in-arena signage, and social media.

Similarly, Michelob ULTRA, known for promoting active lifestyles, continues to tie its NBA partnership to fitness and wellness initiatives. The brand sponsors various fitness-related content across NBA social channels and in-game activations, connecting with fans who value health-conscious lifestyles.

4)  Hyper-local partnerships and arena activations

Sponsors are increasingly tailoring their partnerships to specific teams, venues, and regions, tapping into local fan loyalty to drive deeper engagement. Arena naming rights, jersey patches, and team sponsorships are more valuable than ever as brands seek to create community-centered connections.

For example, Crypto.com, which took over naming rights for the Lakers’ home arena, is blending physical and digital fan experiences. The brand offers exclusive content and perks for both in-arena attendees and fans watching from home, integrating cryptocurrency education and blockchain-based fan engagement platforms into the game day experience. Meanwhile, Rakuten, a jersey patch sponsor for the Golden State Warriors, has leveraged the team’s massive global following to promote its e-commerce platform through a mix of in-arena activations, digital ads, and exclusive Warriors fan experiences.

5)  Sports betting and Web3 surge

With the NBA embracing sports betting, brands in the gaming space are gaining prime exposure. DraftKings and FanDuel are now regular features during NBA broadcasts, offering live odds, in-game promotions, and interactive betting experiences. Both companies have also launched NBA-focused marketing campaigns that extend across digital platforms, driving engagement with fans who crave real-time betting action. Additionally, Web3 integrations like NFTs and blockchain-based collectibles give fans new ways to engage with their favorite teams and players. Dapper Labs, creators of NBA Top Shot, lead this charge with exclusive digital moments that fans can buy, sell, and trade. This season, expect more collaborations between the NBA and brands exploring these emerging technologies to create fan-driven digital economies.

6)  Player-driven campaigns

Individual player endorsements remain among the most effective ways for brands to connect with NBA fans. Superstars like LeBron James, Steph Curry, and the league’s rising talents, such as Victor Wembanyama, are crucial brand ambassadors. Their reach on social media and influence off the court have elevated partnerships beyond traditional advertising. Beats by Dre continues to lead the way here, leveraging LeBron James’ immense global influence. Through social media campaigns and high-profile commercials, Beats taps into the cultural cachet of NBA players, linking the brand to both music and sports fandom.

7)  Experiential sponsorships

As live events and in-game attendance return to full swing post-pandemic, brands are keen to enhance the in-arena experience for fans. From interactive sponsor zones to gamified fan engagements, experiential marketing is a valuable strategy. Anheuser-Busch has perfected the art of blending live and digital experiences. Through its Budweiser and Michelob brands, it hosts pop-up events at major NBA games, featuring everything from exclusive merchandise to virtual reality experiences that let fans immerse themselves in the NBA world.

The NBA’s 2024-2025 season is a masterclass in evolving sponsorship strategies. From digital and global expansions to hyper-local team deals and socially responsible campaigns, brands leverage the NBA’s platform in fresh and innovative ways. For sponsorship professionals, the key takeaway is to align with the NBA’s forward-thinking approach. Whether through streaming integrations, social good partnerships, or experiential fan activations, brands have more tools than ever to create meaningful, memorable connections with fans.

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