NBA Breaks Sponsorship Revenue Record and Expands into Sports Betting Partnerships
USA.- June 19, 2025 – Zona de Azar – The NBA has reached a historic commercial milestone, generating $1.62 billion in team sponsorship revenue during the 2024/2025 season, according to the NBA Marketing Partnerships Report by SponsorUnited. This marks an 8% year-over-year increase and a remarkable 91% growth over the past five years, compared to $850 million in 2019/2020.
While the NFL remains in the lead with $2.49 billion, the NBA’s rapid growth stands out. The league’s average sponsorship deal value is now $745,000, ahead of MLB ($654,000) and NHL ($438,000), though still behind the NFL’s average of $6 million. These numbers reflect the NBA’s success with an integrated partnership strategy.
The report notes that growth is not due to a large increase in contracts — which rose just 2.5% — but rather due to more assets being offered per sponsorship. The number of assets per deal is at its highest in five years, signaling growing brand confidence in the NBA’s commercial platform, fueled by its global fanbase and anticipation of a $76 billion media rights deal starting in the 2025/2026 season.
Tech and betting drive expansion
Sportradar, a global leader in sports technology, announced the expansion of its partnership with the NBA for the 2024/2025 season. The collaboration includes AI-powered tools such as 3D live data visualizations, skeletal tracking graphics, and emBET, an interactive feature in the League Pass.
In Brazil, sports betting is gaining traction in the basketball scene. Sportingbet has become the NBA’s first official betting partner in the country, with exclusive promotions, digital activations, and sponsorship of the NBA House, returning to São Paulo during the 2025 Finals.
“We are proud to collaborate with the NBA on a project that brings us closer to Brazilian fans who love basketball,” said Curry Sloan, Executive VP at Entain. NBA VP Kuljeet Sindhar added: “We’re excited to work with Sportingbet to further connect passionate NBA fans in Brazil with their favorite teams and players.”
Other brands are also supporting Brazilian basketball: Prime Regulariza sponsored Botafogo Basquete, SeguroBet appeared on Fortaleza Basquete Cearense jerseys, and STATSCORE partnered with the Brazilian Basketball Championship.
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