As the 2025 NBA Playoffs captivate global audiences, a small but strategic square of fabric stitched onto player uniforms is commanding outsized attention. Since its introduction in 2017, the NBA’s jersey patch program has evolved from a modest branding test into a high-value asset—and as postseason stakes rise, so too does the visibility and influence of these sponsorships.

This season, 27 of the league’s 30 franchises feature jersey patch sponsors, reflecting a diverse mix of sectors. Financial institutions continue to dominate the category, with a growing presence from consumer tech and travel brands. Notably, Robinhood expanded its footprint this year through three team deal's encompassing the Miami Heat, Memphis Grizzlies, and Washington Wizards—the league’s most extensive jersey patch activation to date.

The 2024–25 campaign also ushered in a wave of new entrants. The Boston Celtics transitioned from Vistaprint to regional insurer Amica, while the Brooklyn Nets inked a partnership with GetYourGuide, a Berlin-based travel platform. Other notable additions include Brightside Windows on the Portland Trail Blazers’ uniforms, Sezzle’s buy-now-pay-later patch on the Minnesota Timberwolves, and NewAge Products on the New Orleans Pelicans, bringing garage storage into the sports marketing fold.

The growth trajectory of the program showcases its expanding strategic value. The number of participating teams has climbed incrementally—26 in both the 2022–23 and 2023–24 seasons, rising to 27 this year. Alongside financial services, travel and tourism brands have emerged as key players, with GetYourGuide and Experience Abu Dhabi—the New York Knicks’ patch sponsor—reflecting a broader trend of global audience engagement.

While the patches themselves remain visually understated during broadcasts, their marketing power is increasingly unlocked through digital channels. Teams and sponsors are leveraging Instagram, X, TikTok, and YouTube to activate their partnerships through dynamic storytelling, behind-the-scenes content, and highlight-driven exposure, making the jersey patch one of the most modern—and lucrative—assets in sports sponsorship.