The National Basketball Association (NBA) posted record sponsorship revenues of $1.66 billion during the 2022/23 season, representing a 1.3 percent increase from the previous year, according to a study by Chicago-based sponsorship consultancy IEG. The figure, reported by Forbes, includes league, team and venue sponsorship rights fees while it excludes media sponsorships from broadcasting and cable TV. However, growth slowed from the previous year. NBA’s sponsorship revenues for 2021/22 were $1.6 billion and marked a 14 percent increase from 2020/21. The IEG also noted that the 2022/23 season was the first that the NBA did not register an increase in its total number of league partners since the 2018/19 season.
The most active companies sponsoring NBA teams in 2022/23, with each having more than 20 deals, were socios.com, Toyota, Verizon and Coca-Cola, followed by companies with ten to 19 deals, which include Comcast, Constellation Brands, Progressive, and Ford. The technology sector emerged as the highest-spending sponsorship category for 2022/23.
