We’re nearly two months into the NBA and NHL 2023–2024 seasons, and so far, more than 4,000 brands have purchased a sponsorship or media deal across both leagues. Of these companies, 59% have at least one sponsorship and 24% have two or more. Let’s take a closer look at the breakdown of these deals within these two fan-favorite sports. 

More than 1,800 brands currently have a NHL sponsorship at the league or team level. Team sponsorship revenue rose 21% last year, to $1.28B—notably outpacing growth in all other major pro sports leagues, including the NFL. Meanwhile, brands continue to expand their footprint within the league: as of November 29th, Casamigos Tequila, Coca-Cola Zero Sugar, Graybar, Jersey Mike’s, and Tostitos take top billing as the brands with the highest increase in sponsorships so far this season. As partnerships with an environmental / philanthropic theme become more prevalent, more than 210 brands have supported a local community or cause already this season—led by Air Canada, whose deals are nearly all with Canadian teams.

Within the NBA, just over 1,400 brands have a sponsorship thus far–of which more than 200 have inked a deal this year for the first time. Pluto TV made the biggest splash of all new entrants, thanks to its partnerships with four teams—the Washington Wizards, Los Angeles Clippers, Minnesota Timberwolves, and Dallas Mavericks. On the asset front, 650 brands, led by the financial sector, have purchased interior signage, making it the most popular asset through November. Ribbon Board Digital Ad, Digital Ad on Video Board, and Courtside Apron Digital Ads comprise the leading three interior signage assets, followed by seven more digital interior signage assets to round out the top 10—reflecting the ongoing digital transformation within the NBA.

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