NBA Sets Record with New Marketing Partners in 2024-25 Season
As the sun sets over Las Vegas, excitement is building not just for the upcoming NBA season, but also for the league’s record-breaking list of marketing partners. This offseason has been truly bustling, as the NBA has welcomed a whopping 51 marketing partners to kick off the 2024-25 season. How did this happen? Let’s take a closer look at what’s unfolding.
New Brands Joining the Basketball Family
This season, the NBA has brought in seven new brands, each eagerly aligning themselves with pro basketball. Kerry Tatlock, the NBA’s executive vice president of global partnerships, shared that several of these newcomers are engaging with marketing assets that either didn’t exist before or were lacking a title partner.
One spotlight brand has to be Emirates, who swooped in just days before last season’s All-Star Game to become the league’s global airline partner. This partnership carries significant weight, as it includes the branding of the league’s highly-anticipated Emirates NBA Cup—the second annual in-season tournament. Set to kick off next week, this month-long tournament will culminate in semifinals and a championship game at the renowned T-Mobile Arena right here in Las Vegas!
Innovation in Sponsorships
Joining Emirates is SoFi, and they are making a splash by entering their first full season as a sponsor after signing a multiyear agreement with the NBA, NBA G League, NBA 2K League, and USA Basketball this past spring. What does this mean? SoFi is now the league’s first title sponsor for the annual SoFi NBA Play-In Tournament, where teams finishing the regular season in the spots 7 through 10 get a shot at the postseason. Talk about exciting playoff drama!
A Diverse Roster of New Sponsors
But wait, there’s more! The NBA has welcomed five additional brands into the fold. Among them are:
- Castrol
- Kendall Jackson—marking the league’s first-ever wine partner
- Wingstop
- United Wholesale Mortgage—established by the father of Phoenix Suns owners, Mat and Justin Ishbia
- Rhone—a dapper dress shirt company founded by Nate and Ben Checketts, with a family legacy in the NBA
Renewals and Positive Momentum
On top of all these exciting new partnerships, it seems the NBA is also enjoying successful extensions. The popular delivery service DoorDash, which has been a league partner since 2020, extended its relationship last month. Tatlock mentioned that the blend of both old and new brands fuels optimism that the NBA “is on pace to continue positive momentum” in its partner business. It’s fantastic to see all these companies wanting to be a part of the basketball experience!
Looking Ahead
As we all gear up for the season ahead, it’s clear that the NBA is not just a game we love; it’s evolving into a thriving business model that’s attracting diverse sponsors. With innovative partnerships and a massive in-season tournament on the horizon, fans are in for a real treat. Watching the synergy between the league and its partners will be something to keep our eyes on as the new season unfolds.
So, are you excited? Who do you think will shine in the upcoming season among these new partnerships? Let us know your thoughts as we look forward to what promises to be an unforgettable year in NBA basketball!
