The Golden State Warriors won their 4th NBA Finals in eight years after taking down the Boston Celtics in a 103-90 game six victory. While the Warriors may have won the finals on the court, how did this year’s NBA Finals contenders match up in the sponsorship / media scene off the court?
The Golden State Warriors have a combined social following of 46.6M to the Boston Celtics 19.6M across all major social media platforms (TW, IG, FB, TT.) Instagram is the top social platform for the Warriors, hosting 50% of the team’s total following. They also saw a 19% YOY increase in total followers, which was one of the highest jumps in the NBA. The Celtics’ top social platform is Facebook, and the team saw a 5% YOY increase in total following. Interestingly enough, both teams lead their markets, as both teams rank #1 in total following across any properties in their respective markets.
The Golden State Warriors come out on top in partnership deals with over 400+ brand partners and 80+ sponsors during the 2021-22 NBA season. 46 of these brands leveraged the team’s social media platforms, and averaged 50+ unique sponsored posts per brand. When ranked by number of assets, the Warriors’ top partners for the season were Chase, Kaiser Permanente, Rakuten, HPE – Hewlett-Packard Enterprise, and Oracle. The Boston Celtics still had quite the portfolio, eclipsing 350+ brand partners and 60+ sponsors throughout the 2021-22 NBA season. 38 of Boston’s partners leveraged the team’s social media, with an average of 45+ sponsored posts per brand. Top partners for the Boston Celtics this season were TD Bank, JetBlue, Putnam Investments, New Balance, and Xfinity.