The NBA is rolling into the ’17-18 season with 26 league-level partners. Brown-Forman is in the first full season as an NBA league sponsor, promoting its Jack Daniel’s whiskey brand. Brown-Forman replaces Diageo, which exited its league deal just prior to last season. Also in the first season of an expanded deal is New Era, which serves as the league's headwear provider. Taco Bell is finishing up its league extension, while Kia Motors announced its renewal yesterday. The league’s banking category remains vacant, as BBVA, a sponsor since ’10, did not renew its deal. Samsung’s deal also is different for the NBA. Shortly after the start of the ’16-17 season, Samsung’s agreement evolved into a content partnership, whereas the brand previously held the league’s handset/tablet/TV rights. The list below also excludes any NBA deals that are considered promotional partnerships (THE DAILY).
| BRAND |
CATEGORY |
| 2K Sports |
Video game software |
| Adidas |
Footwear |
| American Express |
Credit card |
| Anheuser-Busch InBev |
Beer (alcohol, non-alcoholic malt beverage) |
| AutoTrader.com |
Online auto retailer |
| Brown-Forman (Jack Daniel's) |
Spirits |
| Cisco |
Information technology and networking solutions |
| EA Sports |
Video game software |
| ExxonMobil (Mobil 1) |
Motor oil, motor fuel, lubricant |
| FanDuel |
Daily fantasy sports |
| Foot Locker |
Athletic retailer |
| Harman |
Audio |
| Kaiser Permanente |
Healthcare |
| Kia Motors |
Automotive |
| Kumho Tire |
Tire |
| Nike |
On-court outfitter |
| New Era |
Headwear provider |
| PepsiCo (Gatorade) |
Sports drinks, nutrition |
PepsiCo (Mountain Dew, Aquafina,
Brisk, Doritos, Ruffles) |
Soft drink, water, iced tea, salted snacks |
| SAP |
Business analytic software, business intelligence software |
| Spalding |
Basketballs, backboards |
| State Farm |
Insurance |
| Taco Bell |
QSR |
| Tissot |
Timekeeper |
| Under Armour |
Draft combine title, Jr. NBA |
| Verizon |
Wireless service provider |
