Group Created with Sketch.
Volume 24 No. 181
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Spons-o-Meter: NBA Rolls Into '17-18 Season With 26 League-Level Partnerships

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