25 Biggest Sponsors for the NBA
Puma
Puma became a footwear sponsor for the NBA in 2019, marking its return to basketball. This partnership has provided a platform for the brand to re-establish itself in the sport, signing top players and releasing new basketball shoe lines. The deal has helped Puma grow its market share in the U.S. and worldwide, leveraging the league’s popularity to showcase its products and compete with other major apparel companies.
Google/Google Pixel
Google and its Pixel brand have been official partners of the NBA since 2019. This multi-faceted partnership highlights the use of technology to enhance the fan experience, from mobile phones to search engines. The deal provides Google with massive exposure and allows the company to showcase its products through in-game advertising and promotions. It represents a modern, tech-focused sponsorship that aligns the NBA with a leading global technology company.
DraftKings
Since 2019, DraftKings has been a key daily fantasy sports and sports betting partner for the NBA. The company leverages the league's data and branding to create engaging fantasy contests and betting options for fans. The partnership has been instrumental in growing both brands, appealing to a tech-savvy audience and enhancing the overall fan engagement experience with the league.
Caesars Sportsbook
Caesars Sportsbook joined the NBA as a sports betting partner in 2019. This sponsorship has allowed the brand to establish a strong presence in the rapidly expanding market of legalized sports gambling. The deal provides Caesars Sportsbook with access to official NBA data and branding, allowing it to offer unique promotions and betting options to fans, tying its brand directly to the game.
AT&T
AT&T has been an NBA sponsor since 2019, providing wireless, telecom, and technology services. The partnership is highly visible, with the AT&T logo frequently featured during televised games and on digital platforms. This deal helps AT&T reach a wide, sports-loving audience, positioning itself as a leader in connectivity and technology, and showcasing how tech companies have become major players in sports marketing.
YouTube TV
YouTube TV became the official streaming service partner of the NBA in 2018. This partnership provides fans with a modern way to watch live games and highlights, catering to the shift in media consumption. The deal enhances the NBA's accessibility and reach, connecting with cord-cutters and digital-first audiences, while also offering YouTube TV exclusive content and marketing rights.
BetMGM
Since 2018, BetMGM has been a major sports betting partner of the NBA. This sponsorship reflects the growing integration of legal sports betting into professional sports. The deal allows BetMGM to use official league data and branding, providing fans with a more immersive and interactive betting experience. This partnership is a key part of the NBA’s strategy to monetize and engage with a new generation of fans.
Ticketmaster
Ticketmaster has been the NBA's ticketing provider and marketplace since 2017. This sponsorship streamlines the ticket-buying process for fans, making it easier to access games and events. The partnership ensures a secure platform for ticket sales while providing Ticketmaster with a massive audience of basketball fans, reinforcing its position as a leader in the live entertainment industry.
New Era
Since 2016, New Era has been the official on-court cap provider for the NBA. This partnership has allowed the brand to create a wide range of headwear, from the official draft hats to championship locker room caps, becoming a staple for fans and players. The sponsorship highlights the intersection of sports and lifestyle apparel, with New Era's hats being a key part of the NBA's merchandise catalog.
Tissot
Tissot, a luxury Swiss watchmaker, became the official timekeeper of the NBA in 2015. Their partnership extends beyond simply providing shot clocks; Tissot's branding is a consistent presence in arenas and on broadcasts, reinforcing its identity as a premier sports timepiece. The deal showcases a commitment to precision and performance, values that align with both the brand and the sport.
PepsiCo
As a major sponsor since 2015, PepsiCo's partnership with the NBA includes a variety of its beverage products, from carbonated soft drinks to ready-to-drink coffee. The company leverages its wide portfolio to engage with fans through marketing campaigns and promotions. The deal solidified PepsiCo’s presence in the sports world, linking its popular brands to the global appeal of basketball.
Frito-Lay (PepsiCo)
Frito-Lay, a subsidiary of PepsiCo, has been an NBA sponsor since 2015, providing salty snacks for fans. This partnership highlights the integration of different product categories within a single sponsorship agreement. The brand's presence in arenas and in-home viewing experiences makes its snacks a consistent part of the fan experience, tying the food and beverage industry to the excitement of NBA games.
Kumho Tire
Kumho Tire has been the official tire of the NBA since 2014. This global partnership provides the brand with extensive marketing opportunities through various NBA events and media platforms. The sponsorship with a top professional sports league has helped Kumho Tire enhance its brand visibility and reputation worldwide, showcasing a unique and successful crossover between the automotive and sports industries.
FanDuel
Since 2014, FanDuel has been a major partner for the NBA in the daily fantasy sports and sports betting categories. This deal reflects the league's embracing of the growing sports betting industry, providing FanDuel with exclusive marketing and data rights. The partnership allows fans to engage with the game in a new way, directly tying their interest to real-time game results.
Under Armour
Under Armour became an official footwear sponsor of the NBA in 2011. This partnership has helped the company establish a stronger presence in basketball, an area historically dominated by other major apparel brands. The brand’s focus on performance and innovation aligns with the athleticism of the NBA, providing a platform to showcase their products to a global audience.
State Farm
State Farm has been an NBA sponsor for both its home and auto insurance services since 2010. Known for its memorable marketing campaigns featuring NBA players, the company has effectively integrated its brand into the sport. The sponsorship demonstrates a commitment to community and security, with the brand becoming a familiar and trusted presence through its long-standing partnership with the league.
American Express
Since 2010, American Express has been the official payment services sponsor for the NBA. This partnership offers unique experiences and benefits to card members, such as exclusive access to events and early ticket sales. The deal connects the financial services brand to the global reach of the NBA, enhancing its image and providing valuable perks to its customers.
Panini
Panini became the official trading card partner of the NBA in 2009. The company produces a wide range of products, from traditional trading cards to digital collectibles, capitalizing on the passion of NBA fans. This sponsorship has revitalized the trading card industry and provided a new generation of fans with a way to collect and connect with their favorite players and teams.
Kia America
Kia America has been an NBA sponsor since 2008, holding the prestigious title of the league's official automotive partner. This relationship is perhaps most visible through its sponsorship of the NBA's year-end awards, including the MVP and Rookie of the Year. This deal has given Kia significant exposure and brand recognition by associating its vehicles with the most elite athletes and moments in the NBA.
EA Sports
EA Sports, a leading video game software company, has been an NBA sponsor since 2005. The company’s popular NBA Live series provides an interactive way for fans to engage with the league's players and teams. This partnership has helped both the NBA and EA Sports grow their audiences, connecting the physical sport with the digital gaming world.
2K Sports
Since 2005, 2K Sports has been a key video game software partner for the NBA. The company’s NBA 2K franchise has become a cultural phenomenon, with its realism and popularity making it a central part of basketball fandom. The sponsorship deal has given 2K Sports a dominant position in the basketball gaming market while expanding the league’s global reach.
Adidas
Adidas has been a major footwear sponsor for the NBA since 2002. While the brand no longer holds the exclusive apparel rights, its long-standing relationship with the league has cemented its place in basketball culture. The sponsorship has provided a platform for Adidas to market its signature footwear and apparel lines to a global audience, leveraging the NBA's popularity to showcase its products.
Anheuser-Busch InBev
Since 1998, Anheuser-Busch InBev has been a prominent NBA sponsor, providing beer for fans to enjoy. This partnership is a classic example of a brand leveraging a sport to connect with its audience through in-arena advertising and broadcast promotions. The deal has solidified the brand's presence in the sports and entertainment landscape, tying its product to the social experience of watching basketball.
Nike
Nike, a dominant force in athletic apparel, has been an official on-court product, apparel, and footwear partner for the NBA since 1992. This long-standing relationship has made Nike an integral part of the league's identity. The sponsorship provides Nike with unparalleled brand visibility, from the shoes on players' feet to the merchandise in stores, solidifying its place at the top of the sports apparel industry.
Gatorade
As a long-time partner since 1984, Gatorade is the official sports drink and nutrition provider of the NBA. This partnership has created an iconic association between the brand and high-performance basketball. Gatorade's logo is seen on sideline coolers, cups, and towels during every game, solidifying its place as a key part of the in-game experience for both players and fans alike.
