The 2023–2024 NBA season kicked off in action-packed fashion earlier this week, as the Denver Nuggets played the LA Lakers and the Phoenix Suns took on the Golden State Warriors. This season promises plenty of off-court action too, as a slew of new sponsors enter the league. 

Earlier this month, the NBA welcomed Clutch as its Official Online Car Retailer in Canada. The partnership tipped off in Toronto with the transformation of an iconic red flatbed truck into a portable basketball court, offering fans the chance to take a “Clutch shot” and win prizes including NBAStore.ca gift cards and co-branded basketballs. In the upcoming season, Clutch will engage Canadian fans with nationwide contests—including opportunities to win trips to the 2024 NBA Finals—as well as digital programming across NBA Canada and Clutch’s social media channels reaching a global audience through unique collaborations.

The league also furthered its international reach across the Atlantic this month with the announcement of Revolut as the presenting sponsor of The NBA Paris Game 2024 in January. The agreement also sees the global financial superapp become the official money management partner of the NBA in France, Germany, Ireland, Spain, and the UK. 

Meanwhile, the NBA's partnership with Experience Abu Dhabi–one of the sponsors of the two pre-season Abu Dhabi Games early this month–nods to the league’s efforts to raise its profile and grow its fan base in the UAE.

Chinese appliance and electronics manufacturer Hisense has cemented its role as the Official TV and Home Appliance Partner of the league (announced last April) with its  "Upgrade Season" campaign, unveiled on October 10th. The brand is teaming up with NBA All-Star Jayson Tatum to offer fans the chance to “level-up” their gaming environments and home entertainment spaces with deals, exclusive promotions, and the chance to win a trip to NBA All-Star Weekend in Indianapolis in February.

On the fitness front, Peloton became the official fitness partner of the NBA and WNBA in a multi-year partnership announced on October 18th, adding an additional health and wellness dimension to the league. The collaboration will make NBA League Pass, the league's premium live game subscription service, available to stream across compatible Peloton devices in the fitness platform's new entertainment hub, which will launch this season–a first-of-its-kind Peloton offering that will foster one-on-one engagement with basketball fans.

Stateside, Nike–a global marketing partner of the NBA since 1992–continues to dominate the league sponsorship landscape and team up with rising stars, having recently signed 13 rookies including Victor Wembanyama, the top pick in the 2023 NBA Draft. 

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