Exciting Times for the NBA: Record Number of Marketing Partners in 2024-25 Season
This season is particularly thrilling for basketball enthusiasts and industry stakeholders alike, as the NBA kicks off the 2024-25 season with a record-breaking 51 marketing partners. This impressive milestone comes in the wake of a busy offseason filled with new sponsorship deals and big-time renewals that promise to elevate the league’s branding and overall enjoyment for fans.
New Names Join the Roster
The NBA welcomed seven new brands into its sponsorship family just before the season began. Among the fresh faces, Emirates flew in to become the league’s official global airline partner, making headlines with its significant timing right before last season’s All-Star Game. As part of this deal, Emirates will also be sponsoring the league’s upcoming annual in-season tournament, which is now named the Emirates NBA Cup. Fans can look forward to this exciting competition starting next week, culminating in the championship game at the well-known T-Mobile Arena in Las Vegas.
Adding to the mix is SoFi, entering its first full season as a sponsor. This multiyear partnership spans across the NBA, NBA G League, NBA 2K League, and even USA Basketball. SoFi’s sponsorship of the league’s NBA Play-In Tournament is particularly noteworthy, as it marks the first time a title sponsor will be attached to this postseason showdown.
Other Notable Brand Partnerships
The list of brands joining the league doesn’t stop there! The NBA has also welcomed Castrol, Kendall Jackson (making history as the league’s first-ever wine partner), Wingstop, United Wholesale Mortgage (which has ties to the owners of the Phoenix Suns and Mercury), and Rhone, a stylish dress shirt company. The founders of Rhone, Nate and Ben Checketts, are carrying on a legacy their father Dave left behind as a former NBA executive for teams like the Utah Jazz and New York Knicks.
Renewals Bringing Stability
In addition to all the new partnerships, the NBA also secured renewed support from some existing partners. Notably, DoorDash, a league sponsor since 2020, has extended its partnership this fall. According to Kerry Tatlock, the NBA’s executive vice president of global partnerships, this healthy blend of new and familiar brands enables the league to maintain positive momentum in its marketing efforts.
What Does This Mean for Fans?
All these developments not only reflect the NBA’s growing appeal but also promise an exciting season ahead. With the in-season tournament approaching and fresh collaborations kicking off, fans can expect more engaging events, offers, and experiences that enhance their love for the game. The rise of varying sponsor categories adds further diversity, bringing new ideas and perspectives into the basketball community.
As the NBA prepares for what’s shaping up to be an exhilarating season, fans, players, and partners alike are geared up for the games ahead. Whether you’re rooting for your favorite team or just following the action, there’s plenty to look forward to in the basketball realm!
