caytoo reveals which categories have been the most prolific NBA sponsors since the start of 2023
Rights holders want to know which categories to prioritise when selling sponsorship, so one angle is to focus on categories they’re most likely to do a deal with. In this article, we look at NBA sponsors.
Who signed the most deals?
As the chart below shows, Food & Beverage firms have been the most dominant NBA sponsors since the start of 2023, accounting for 21.1% of deals signed.
This has largely been driven by a mixture of established and challenger Alcohol brands. The NBA organisation itself has been particularly successful in this regard through both US and regional deals, such as Mexico and the Dominican Republic, with the likes of Michelob Ultra, Hennessy, Kendall-Jackson (wine) and Cerveza The One.
Following F&B is Financial Services. This is driven by both Investment/Trading firms and Banks. Particularly active among the Investment/Trading category was digital-only player Robinhood who signed deals with the Washington Wizards, Memphis Grizzlies and Miami Heat. When it comes to banks, these tend to be regional (e.g. Keesler Federal Credit Union with the New Orleans Pelicans) or state-based (e.g. Frost Bank with the San Antonio Spurs) as opposed to nationwide chains.
Who is most focused on the NBA?
Another way of looking at the most likely NBA sponsors is to see which categories are the most focused on the NBA among all deals signed across the major US sports leagues. In this regard, Education is the most focused category on the NBA, with the NBA accounting for 50% sponsorship deals signed by Education organisations across these leagues.
Education is led by universities/colleges, with the main aim being to provide career growth opportunities within the regional community. However, the category also includes other entities, such as library reading app Libby (with the LA Lakers) and non-profit Learn Fresh (with the Washington Wizards).
Transport is the next most focused on the NBA. This is driven by rental car companies, such as SIXT with the Chicago Bulls and LA Lakers; as well as Chinese firm eHi who became Official Car Rental Services Partner of the NBA in China.
So, when it comes to looking for NBA sponsors, whether its due to sheer volume or the likelihood to choose the NBA over other major US sports, these are the categories NBA teams should focus on when prospecting for new partners.
If you’d like to see the full rankings slides just drop us a line.
