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The NBA may be a sporting institution, but it’s also a serious cash cow. Each of the teams in the association has an average valuation of around $1.9 billion apiece, whilst the NBA as a whole generated over $8 billion last year.
Much of this revenue comes in the form of sponsorship deals. More than 1 billion people around the world tune into NBA games each year, making them some of the most lucrative advertising events around. Whether its stadium naming rights, jersey patches, or player endorsements, brands spend billions on NBA sponsorship deals as a means of amplifying their message. These are the biggest and best NBA sponsorship deals in recent history.
Michael Jordan & Nike
Sneaker sponsorships have long been the most lucrative realm of NBA sponsorships, and former Chicago Bulls superstar Michael Jordan holds the top spot. His iconic range of Jordan Sneakers, produced in collaboration with the sportswear giant Nike, netted him close to $100 million last year, far outstripping any other sneaker deals in history.
The fact that people of all ages still line up around the block to cop the latest pair of Jordans is a testament to the star power that NBA legends can give to brands.
Los Angeles Clippers & Bumble
Jersey patch sponsorships used to be relatively small fry in the world of NBA branding, but that is starting to change. Major brands such as GE, AT&T, and FedEx have been signing 8-figure deals to have their logo appear on the jerseys of the biggest teams.
However, none of these collaborations come close to the three-year deal agreed between the Los Angeles Clippers and the popular dating app Bumble last year, estimated to be worth more than $20 million. Bumble has stated that the aim of the partnership is to promote female empowerment, with all players signing up to their #StrongerWithHer campaign in the process.
NBA & MGM
It may come as a surprise that the NBA and the gambling industry are only just starting to forge partnerships now, given the significant amount of overlap between their respective audiences. A potentially game-changing sponsorship was recently agreed between Las Vegas casino resort titan MGM and the NBA to provide sportsbook services, estimated to be worth at least $25 million, potentially paving the way for similar partnerships in the future.
While MGM does not offer online casino games, the potential for popular iGaming platforms to partner up with the NBA in the future is high. Sites such as Wingz offer a host of basketball and sports-themed slots, with NBA fans being able to take advantage of free spins and offers through bonus sites. You can visit to see more here, if you’re wondering why the gambling sector and the NBA make such logical partners.
Atlanta Hawks & State Farm
The US insurance giant State Farm has been making major strides into the world of sports sponsorships recently, and the NBA is no exception. They recently signed a deal with the Atlanta Hawks to secure 20-year naming rights to their home stadium, formerly named the Philips Stadium. The deal, which will change the name of this iconic venue to State Farm Arena, is estimated to be worth a whopping $193 million, a sum that significantly raises the bar for other would-be stadium sponsors.
These high-profile sponsorships from the past year show that the NBA is following in the steps of the NFL to become a serious big-money advertiser. The upcoming season could bring some more record-breaking deals, so stay tuned to find out.
The NBA is going all in on sports gambling.
It just became the first American pro league to announce a dealwith a casino and sports book operator. MGM Resorts International will be the league's official gaming partner.
Sports betting is still illegal in most of the country. But in May, the Supreme Court opened the way for states other than Nevada to legalize it for the first time. That helped prompt the NBA-MGM partnership.
The arrangement will allow MGM to use official NBA data feeds in its sports betting operations, along with the NBA and WNBA logos. The value of the deal was not disclosed.
MGM(MGM) CEO Jim Murren said the partnership would 'revolutionize sports betting in the United States.' He said the NBA data and logos will give bettors more confidence in the integrity of the wagering.
'I know the value of data. To have the official NBA data for bettors around the world is very valuable,' Murren said.
The NBA and its commissioner, Adam Silver, have been outspoken in their support of legalized sports gambling. Other sports, especially the NFL, have fought its expansion.Silver went on the record in favor of legalization four years ago.
'As the landscape for sports betting in the US continues to evolve at a rapid pace, MGM Resorts is a proven gaming leader for us to work with on this groundbreaking partnership,' Silver said.
MGM already had business arrangements with the NBA. It has sponsored the last two years of the NBA Summer League, and it owns the WNBA's Las Vegas Aces, who play at MGM Resorts' Mandalay Bay Events Center.
MGM Resorts will be promoted across the NBA's digital assets, including NBA TV, NBA.com, the NBA app and NBA social media platforms. MGM Resorts will promote the NBA across its sports betting platforms.
The partnership is not exclusive, so other casino operators can still negotiate for the same data and logo rights. MGM's advantage is the designation of official gaming partner. Its deal could also help set the price that competitors will have to pay.
'Jim well understood we'll be in the business of licensing our intellectual property and real time data to other casinos as well,' Silver said. 'He actually should be rooting for his competitors to do deals or else he could be at a competitive disadvantage due to a higher price structure.'