The NBA has become a premier avenue for brand partnerships, leveraging its global reach and diverse fan base to attract a broad spectrum of sponsors. As brands tap into the league’s dynamic mix of live events, digital initiatives, and international games, they unlock powerful opportunities for connecting with audiences across the globe.

This year's NBA report dives into a landscape transformed by strategic innovation and record-breaking performance metrics, revealing not only the growth of traditional market leaders but also the emergence of new players who redefine fan engagement. Moreover, shifts in consumer preferences towards healthier options and cutting-edge technology are reshaping sponsorship portfolios, and innovative brand engagement strategies are setting new standards in how sports can enhance brand visibility and consumer connection.

With the $1.5 billion in team sponsorship revenue and unprecedented attendance at NBA games, we’re excited to present our NBA Marketing Partnerships 2023–24 report, giving you tools to help drive enhanced visibility and engagement in an increasingly competitive marketplace. Authored by SponsorUnited’s Marketing Research and Analytics teams, the report encompasses more than 9,864 brands, 269 athletes, and 48,485 social posts from April 25, 2023 to April 25, 2024.