IEG: NBA Sponsorship Revenue Totals $679 Million In 2013-2014 Season

Estimated sponsorship revenue for the National Basketball Association and its 30 teams totaled $679 million in the 2013-2014 season, up 5.7 percent from the previous year, according to IEG Research.

The increase in revenue was fueled in part by four new deals at the league level: Diageo, Foot Locker, Kumho Tire and Samsung, the latter of which reportedly signed a $100 million deal with the pro basketball league.

The year-over-year spending increase exceeds the 4.9 percent projected increase in the sports category and 4.3 percent increase in the overall sponsorship industry.

“The NBA continues to benefit from new sponsorship inventory, player personalities and international expansion,” said William Chipps, IEG Sponsorship Report senior editor.

Anheuser-Busch InBev is the most active sponsor in the league, with 84 percent of NBA properties with a sponsor in the malt beverage category reporting the company as a sponsor. State Farm is the second most active sponsor (77 percent) with Gatorade (68 percent) the third most active brand.

In terms of sectors, automobile manufacturers and insurance companies are the most active categories sponsoring the NBA. Beer, bank and telecommunications companies round out the five most active categories.

The Boston Celtics, Brooklyn Nets, Chicago Bulls, Dallas Mavericks, Los Angeles Lakers and New York Knicks lead the way in team sponsorship revenue. The Oklahoma City Thunder also are above the league average, despite the team’s location in a small market.

About IEG, LLC
IEG leads the way in sponsorship intelligence. With over 30 years providing insights, evaluation, and guidance, our teams bring unparalleled perspective and proven methodology to every challenge.

We partner with top brands and properties to create fresh strategies, evaluate opportunities and maximize results. Our clients rise above competitors, meaningfully engage audiences and achieve lasting impact.

A unit of WPP’s GroupM, IEG is connected to specialty sibling communications companies in media, digital and activation. GroupM is the leading global media investment management operation that also serves as parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare.

For more information about IEG and the sponsorship industry, please visit or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727).

Leave a Reply

Get Pre-Market Alerts!

Get Pre-Market Analysts' Upgrades, Downgrades, Earnings & Initiations with our FREE daily email newsletter.