NBA: $1.5bn in sponsorship revenue generated in 2023-24, up 7% (SponsorUnited study)

The National Basketball Association (NBA) and its franchises generated $1.5bn (€1.38bn) in sponsorship revenue over the 2023-24 regular season, up 7% ($1.4bn) on 2022-23 and 77% on 2020-21 ($850m), according to a study by the US agency SponsorUnited published on 21/05/2023.

"This growth in sponsorship investment is fueled, in part, by emerging brand categories (generating $309m), the success of the new in-season tournament (the Emirates NBA Cup), the international draw of the global games (Abu Dhabi, Mexico City & Paris), and the emergence of rising stars. These factors have helped enhance global visibility, drive fan engagement, and result in the highest attendance in history, making the NBA an increasingly attractive platform for brand investment," explained the agency.

The banking/financial sector is the biggest investor in NBA sponsorship programmes, with $247m committed in 2023-24 (-14%), ahead of the technology ($122m), healthcare ($105m) and alcoholic and non-alcoholic beverages ($98m) sectors. The automotive ($89m, +32%), technology (+26%) and beverages (+24%) sectors are…