The NBA is riding a fresh wave of jersey patch sponsorships this season, comprising both new brands eager to make a splash and established partners expanding their presence in the high-profile league. Let’s take a look. 

First-time sponsors within the NBA are staking claims to teams nationwide. The Brooklyn Nets are tapping into the growing sports tourism market by inking a deal with travel experience platform GetYourGuide. As part of the partnership, the Nets plan to make exclusive experiences like shootaround access and players lounge visits available on the platform. Meanwhile, the Boston Celtics teamed up with Amica Insurance in a deal announced in July, which also saw the Rhode Island-based company designated the Celtics’ Official Auto, Home, and Life Insurance Partner. The sponsorship will include community initiatives focused on improving early childhood education in underserved communities across New England. 

Sezzle, a Minneapolis-based fintech brand, makes its first foray into sports sponsorships with a multiyear deal as the new patch partner of the Minnesota Timberwolves—reflecting fintech’s increasing inroads into pro sports partnerships. The Memphis Grizzlies announced a multiyear partnership with Robinhood that brings the popular trading app onto the court, where its logo now appears on the upper left chest of the team’s uniforms. Canadian home improvement solutions provider NewAge Products Inc. joined forces with the New Orleans Pelicans this season, showcasing a brand-new entrant into the league’s sponsorship scene and a partnership that will also spotlight community programs and giveaways within the market. The Sacramento Kings also welcomed a new jersey patch partner signing a deal with Reviver who also becomes the Official Innovation Partner of the team.

Other teams are deepening existing sponsorships through new jersey patch deals—like the Houston Rockets’ alliance with Memorial Hermann Health Systems, a longtime partner, whose name already appears on the team’s newly unveiled training center and practice facility. Similarly, Experience Abu Dhabi’s new patch on the New York Knicks jerseys builds on the city’s international tourism ties: as a new Knicks global marketing partner this season, the tourism brand can leverage the Knicks’ logo and trademarks outside of the US and Canada to grow the team’s brand presence overseas. 

Beyond high-visibility logo placement, jersey patch partnerships often feature an array of brand activation opportunities. Last season, 89% of deals included courtside apron digital ads, while 70% utilized Instagram video posts to reach fans on social media. Entertainment-related content (67%) and event presenting sponsorships (48%) ranked among other notable assets last year.