Exciting Growth for the NBA: A Record Number of Marketing Partnerships in 2024-25 Season
As the vibrant city of Las Vegas gears up for yet another thrilling NBA season, there’s a buzz in the air not just about the players and the games, but also about the league’s impressive growth in marketing partnerships. This offseason has seen the NBA land an astonishing 51 marketing partners, the most in the league’s history!
A Year of New Beginnings
This rise in partners comes from a combination of seven new brands jumping on board, as well as notable renewals of existing partnerships. According to Kerry Tatlock, the NBA’s executive vice president of global partnerships, several new partners have come in with fresh assets, making them feel as though they are kicking off a new chapter in the NBA’s storied history.
Notable New Partners
Among the new faces this season is Emirates, the prestigious airline that signed on just before last season’s All-Star Game. This deal includes branding for the NBA’s second annual in-season tournament, officially titled the Emirates NBA Cup. This month-long tournament is poised to be an epic event as it begins next week and wraps up with semifinals and the championship game at none other than the T-Mobile Arena right here in Las Vegas.
Another exciting addition is SoFi, which recently partnered with the NBA, NBA G League, NBA 2K League, and USA Basketball. Not just any sponsor, SoFi is the first title sponsor of the annual preliminary playoff, which is now called the SoFi NBA Play-In Tournament. Teams that finish the regular season in positions 7 through 10 will compete for a shot at the playoffs, which adds a thrilling twist to the postseason.
Variety of New Partnerships
The NBA’s roster of marketing partners isn’t just expanding in number; it’s also diversified in terms of categories. This year saw the likes of Castrol, Kendall Jackson (marking the league’s very first wine partner), Wingstop, United Wholesale Mortgage, the company founded by the owners of the Phoenix Suns and Mercury, and Rhone, a chic dress shirt company. It’s fascinating to see brands not traditionally associated with basketball stepping into the spotlight!
Renewal Success
Not all the news is about new partnerships, though. Existing partner DoorDash renewed its partnership last month. This blend of fresh partners alongside established brands makes Tatlock optimistic about the future of the league’s marketing business. He believes this mix is a sign the NBA is “on pace to continue positive momentum” as it heads into the new season.
Looking Forward
As we anticipate the games to kick off, it’s clear that the NBA is not just about athletic talent on the court but also about building exciting relationships off of it. With new tournaments and partnerships solidifying the league’s presence in various sectors, fans can expect a season that’s not only competitive but also filled with fresh experiences.
Beyond the Court
The NBA’s ongoing growth in partnerships signals its potential influence beyond just basketball. With events like the Emirates NBA Cup and the SoFi NBA Play-In Tournament, fans have plenty to look forward to beyond the standard game nights.
This remarkable season is shaping up to be one of the most exciting ones yet, marked by innovation and perhaps some surprises along the way. Here’s to a fantastic 2024-25 NBA season filled with thrilling matches, exciting partnerships, and unforgettable moments!
