Exciting Times for the NBA as New Sponsorships Flourish
As the sun sets over New York City, the buzz in the air isn’t just about the latest game scores or player trades; it’s about the growth of the NBA’s marketing team. For the 2024-25 season, the NBA has officially kicked off with a whopping 51 marketing partners, marking an impressive milestone for the league. This number includes seven exciting new brands that have decided to jump on board, bringing fresh energy and innovation.
A New Era with Significant Partners
One of the sparkling highlights of this new season is the recent partnership with Emirates, which took on the role of the league’s global airline partner just ahead of last season’s All-Star Game. This partnership isn’t just any regular deal; it also includes the branding of the much-anticipated Emirates NBA Cup, which is slated to take place in a gripping month-long tournament beginning next week. Fans can look forward to the semifinals and championship game being hosted at the lively T-Mobile Arena in Las Vegas, a fitting venue for a festival of sports!
This collaboration with Emirates fills a gap that’s lingered since Southwest Airlines had the title in the years between 2002 and 2010, making it a notable comeback.
Innovations from New Sponsors
Another exciting newcomer is SoFi, which made headlines this spring by signing a multiyear deal that ties it not only to the NBA but also to the NBA G League, NBA 2K League, and USA Basketball. SoFi has become the first title sponsor for the NBA Play-In Tournament. This tournament is crucial, as it features teams that finished the regular season in the 7-10 standings in each conference, competing for a shot at the coveted playoff spots. It surely adds a thrilling twist to the postseason expectations!
Additionally, five more brands have joined the NBA family this season, adding to the excitement. They include Castrol, a company known for its motor oil, Kendall Jackson, marking a first for a wine partner in the league, Wingstop, United Wholesale Mortgage (which was founded by Mat and Justin Ishbia, the owners of the Phoenix Suns), and Rhone, a company specializing in stylish dress shirts. The Hall of Famer story here is that Rhone was founded by Nate and Ben Checketts, sons of Dave Checketts, a former executive with extensive ties to the NBA!
Renewal of Old Friends
On top of welcoming new sponsors, the NBA is also celebrating the renewal of partnerships with some classic friends. DoorDash, which has been a sponsor since 2020, extended its partnership last month. This blend of newer brands alongside longtime companions fosters optimism among NBA executives like Kerry Tatlock, the league’s executive vice president of global partnerships. Tatlock suggests that such compositions promise to keep pushing the positive momentum in the league’s business health.
Looking Ahead
As we approach an exhilarating season filled with competitive games, fans can also eagerly anticipate the vibrant atmosphere created by the league’s committed sponsors. The optimism on both the court and the boardroom is palpable, and it seems the sky’s the limit for the NBA as it begins this new chapter with a diverse range of partnerships.
Remember to keep an eye out for the Emirates NBA Cup kicking off next week, and stay tuned for all the incredible stories that unfold as the league continues to expand its horizons. In the world of sports, it feels like there’s never a dull moment!
Author: STAFF HERE LEXINGTON WRITER
The LEXINGTON STAFF WRITER represents the experienced team at HERELexington.com, your go-to source for actionable local news and information in Lexington, Fayette County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Woodland Art Fair, Crave Food and Music Festival, and Railbird Festival. Our coverage extends to key organizations like Commerce Lexington and Blue Grass Community Foundation, plus leading businesses in education, manufacturing, and technology that power the local economy such as University of Kentucky, Toyota Motor Manufacturing, and Lexmark. As part of the broader HERE network, including HEREBowlingGreen.com and HERELouisville.com, we provide comprehensive, credible insights into Kentucky's dynamic landscape.
