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SponsorUnited, a leading intelligence platform in the global sports and entertainment space, has unveiled its 2022-2023 NBA Marketing Partnerships Report. The report details more than 4,200 brands, 200 athletes, and nearly 3,000 social posts in the NBA.
The research presented underscores the evolving trends within NBA marketing partnerships, emphasizing the big role of social media and social responsibility in today’s sponsorship strategies.
One of the most striking number is the substantial increase in NBA club sponsorship money, which has increased by more than $100 million since the previous season and is expected to hit an all-time high of $1.4 billion during the 2022-2023 season. In addition, the NBA sponsorship portfolio has grown by 3.5% year over year, with the inclusion of 2,430 new brand partnerships. Furthermore, expenditure on these transactions has increased by an astonishing 10.5% year on year.
Financial, retail, sports betting, and gambling and lottery have emerged as high-growth NBA sponsorship sectors.
landscape, contributing to almost half of the total revenue increase. The finance sector, in particular, made a significant impact, being the highest spender, demonstrating the greatest year-over-year spending growth, and revealing an upswing in deal volume.
In response to these findings, SponsorUnited Founder and CEO Bob Lynch remarked, “The NBA and its players continue to command attention from brands, as evidenced by the record sponsorship spend and the continuous year-over-year increase. The league and its players offer a unique value to brands and their marketing strategies, laying the foundation for sustainable growth.”
NBA athletes continue to reign supreme in social media influence, trumping their professional sports counterparts with nearly 2.5 times the average engagement per deal. Team performance, specifically playoff participation, appears to significantly bolster this social media traction, especially on Instagram. NBA teams that made it to the playoffs witnessed a 33% higher increase in followers than those that didn’t, thereby underlining the critical role of on-court triumphs in fostering fan engagement.
YouTube has been identified as a highly effective platform for integrated sponsorship, experiencing the highest year-on-year growth in asset usage. Despite this, less than half of NBA teams have seized this opportunity, indicating a missed chance for substantial growth considering the league’s YouTube channel attracts over 75 million unique viewers every 90 days.
In a heartening trend reflecting the NBA’s progressive stance, more than 300 brands have centered their sponsorship strategies around social equality, environmental stewardship, community support, and health and empowerment initiatives. As a result, there has been a 25% surge in these purpose-driven assets.