Local brands have edge in NBA sponsorships

By Michael Cupello
The Oklahoma City Thunder have a naming-rights deal with hometown company Paycom.getty images

An NBA-high 26% of the Oklahoma City Thunder’s 76 sponsors come from the team’s own city and, overall, more than a third are from the Sooner State, according to SBJ Atlas. Leading the charge for the Thunder, who play in the NBA’s fourth-smallest market, are Oklahoma City-based Paycom (arena naming-rights partner) and Love’s Travel Stops (jersey patch).

The Atlanta Hawks nearly mirror OKC’s numbers, with 26% of their sponsors also coming from within their home market and 29% from within Georgia.

Leaguewide, local companies occupy roughly 13% of team sponsorship portfolios. However, among marquee deals, local brands play a larger role. Seventy percent of arena naming-rights deals in the league’s 10 smallest markets, for example, belong to a hometown company. That number drops to 30% in the largest markets. Half of all jersey patch deals are sold to local brands.

Other findings include: 

■ Overall, 47% of all NBA arena naming-rights partners are headquartered in the same city as the venue. 

■ The Detroit Pistons ranked near the bottom for local sponsorship percent (8%) but are partnered with local companies for two of their most visible deals: Little Caesars (naming rights) and United Wholesale Mortgage (jersey patch).  

■ The Brooklyn Nets, Houston Rockets and New York Knicks can all be found in the top eight in terms of home-market sponsorship percentage despite the enticement for outside sponsors of ranking among the five most populous cities in the U.S.

SBJ Unpacks: NFL Preview

With opening week quickly approaching, Ben Fischer, Reggie Walker, and Xavier Hunter were joined by Jabari Young of Forbes to preview the upcoming NFL season. Topics discussed included the Deshaun Watson suspension, Denver Broncos ownership, Dolphins owner Stephen Ross, and the league’s advancements in media.

SBJ Morning Buzzcast: August 19, 2022

The Big Ten's big day; Kevin Warren's win; streaming numbers in July surprise; the Haslams look to move ahead and MLB hits Williamsport

SBJ I Factor: Jed York

SBJ I Factor: Jed York, presented by Allied Sports SBJ I Factor presented by Allied Sports features an interview with San Francisco 49ers CEO Jed York. York is in his 17th year with the organization and his 12th as CEO. He is a two-time SBJ Forty Under 40 honoree as a member of the classes of 2012 and 2013. York talks with SBJ’s Abe Madkour about what he learned from growing up in the sports business, working in multiple departments at the team, the challenges of building Levi’s Stadium, and how his leadership style has evolved through the years. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards, such as Forty Under 40, Game Changers and others.

Shareable URL copied to clipboard!

Sorry, something went wrong with the copy but here is the link for you.