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The build-up to the National Basketball Association’s (NBA) 2021/22 season has been dominated by one storyline. Covid-19 vaccination has become a hot-button topic which has seen, most notably, Kyrie Irving told he will not be playing for Brooklyn Nets anytime soon.
A powerful voice within the National Basketball Players Association (NBPA), Irving insists his position is anti-mandate rather than any disagreement with the science, but what is certain is that he has become the face of the league’s troubling anti-vax movement. Others, such as Bradley Beal of the Washington Wizards and the Orlando Magic’s Jonathan Isaac, have also let it be known publicly that they are not going to be getting inoculated.
NBA commissioner Adam Silver said on 12th October that 96 per cent of NBA players are vaccinated and, according to NBC, teams do not have to pay players if they miss games because of their vaccination status. While that might be a crumb of comfort for those working in accounts, such a risk could be viewed as a failure of the NBA to get a handle on the issue. In the Women’s National Basketball Association (WNBA), 99 per cent of players are vaccinated after the top brass initiated a player-led campaign to educate its athletes. There was no such programme for the NBA.
What is the SponsorPulse Opportunity Score? This metric highlights the greatest overarching sponsorship opportunity by measuring consumer engagement, intensity, momentum, passion and excitement for the property, as well as the potential for its sponsors to impact purchase consideration and favourability through sponsorship.
Aside from the vaccination issue, the NBA’s focus might well start drifting towards its next round of media rights contracts. As the National Football League (NFL), Major League Baseball (MLB) and the National Hockey League (NHL) have sewn up their new contracts for the coming years, expect more attention on commissioner Adam Silver’s next major media move. CNBC reported earlier this year that the NBA is looking for US$75 billion from its domestic broadcast deals when the current contracts with Disney and WarnerMedia’s Turner Sports expire at the end of the 2024/25 season.
On the sponsorship front, sports partnerships consultancy IEG said the NBA made a record US$1.46 billion in revenue from that sector during the 2020/21 season. With teams now entering their second round of jersey patch deals, expect that figure to increase as front offices begin to realise how valuable the inventory is, especially now that franchises have the freedom to sell international marketing rights to a small number of partners.
However, the league’s active approach to international expansion will be stymied again this campaign with the NBA not planning to take any regular season games to Europe. The league last hosted a match in Paris in 2020, but cancelled the 2021 international fixtures amid the pandemic. The NBA’s European endeavours will feature the 48 weekend games that will air in primetime on that continent during the 2021/22 campaign, along with daily match broadcasts and programming, including bespoke studio shows and original content distributed in 49 countries.
Broadly speaking, NBA team finances appear to be in rude health. The average franchise value has increased four per cent over the last year to US$2.2 billion, according to Forbes, which estimates that average team profits fell only 12 per cent to US$62 million despite the impact of the pandemic. Meanwhile, Silver told this week's CAA World Congress that the league could surpass US$10 billion in revenue this season.
"It's our expectation that we're going to be operating fairly close to normal," he said. "We've all learned that things can happen that are completely unpredictable, but based on what we're reading, our doctors and scientists are telling us, they think that Delta is under control. They're not expecting a huge next wave this winter. We've learned how to operate under these protocols. We're 96 per cent vaccinated. I'm hopeful that we're going to hit those numbers."
NBA commissioner Adam Silver reckons the league could surpass US$10 billion in revenue this season
Eastern Conference
Atlantic Division
Boston Celtics
Owners: Wyc and Irving Grousbeck, Stephen Pagliuca and Robert Epstein
Chief executive: Wyc Grousbeck
Value: US$3.2 billion
Total social media following: 18.2 million
Home venue: TD Garden (18,624)
Arena naming rights deal: US$6 million a year but owned by Delaware North. Deal signed in 2005, expires 2025
Jersey patch sponsor: Vistaprint (US$10 million to US$15 million a year, signed 2020, multi-year deal)
Local broadcasters: NBC Sports Boston (TV), WBZ-FM and WROR (radio)
Brooklyn Nets
Owner: Joseph Tsai
Chief executive: John Abbamondi
Value: US$2.65 billion
Total social media following: 7.9 million
Home venue: Barclays Center (17,732)
Arena naming rights deal: US$10 million a year, signed 2012, expires 2032
Jersey patch sponsor: Webull (US$30 million a year, signed 2021, expiry not reported)
Local broadcasters: YES Network (TV), WFAN (radio)
The Brooklyn Nets are receiving a reported US$30 million a year from their new jersey patch deal with Webull
New York Knicks
Owner: James Dolan
President and chief executive: Andrew Lustgarten
Value: US$5 billion
Total social media following: 11 million
Home venue: Madison Square Garden (19,812)
Arena naming rights deal: N/A
Jersey patch sponsor: Squarespace (value not reported, signed 2017, expiry not reported)
Local broadcasters: MSG Network (TV), WEPN (radio)
Philadelphia 76ers
Owner: Harris Blitzer Sports & Entertainment
Chief executive: Tad Brown
Value: US$2.075 billion
Total social media following: 6.7 million
Home venue: Wells Fargo Center (20,478)
Arena naming rights deal: US$40 million in total, signed 1994, expires 2023
Jersey patch sponsor: Crypto.com (US$10 million a year, multi-year deal signed 2021, expiry not reported)
Local broadcasters: NBC Sports Philadelphia (TV), WPEN (radio)
Toronto Raptors
Owner: Maple Leaf Sports & Entertainment
President: Masai Ujiri
Value: US$2.15 billion
Total social media following: 8.6 million
Home venue: Scotiabank Arena (19,800)
Arena naming rights deal: CAD$40 million (US$30 million) a year, signed 2018, expires 2038
Jersey patch sponsor: Sun Life Financial (worth ‘more than’ CAD$5 million a year, signed 2017, expiry not reported)
Local broadcasters: TSN and Sportsnet (TV), CHUM-AM and CJCL (radio)
Central Division
Chicago Bulls
Owner: Jerry Reinsdorf
President and chief operating officer: Michael Reinsdorf
Value: US$3.3 billion
Total social media following: 28.2 million
Home venue: United Center (20,917)
Arena naming rights deal: US$5 million a year, deal signed 2013, expires 2034
Jersey patch sponsor: Zenni Optical (value not reported, signed 2018, expires 2023)
Local broadcasters: NBC Sports Chicago (TV), WSCR (radio)
Cleveland Cavaliers
Principal owner: Dan Gilbert
Chief executive: Len Komoroski
Value: US$1.56 billion
Total social media following: 21.7 million
Home venue: Rocket Mortgage FieldHouse (19,432)
Arena naming rights deal: Around US$3 million a year, extended in 2018, name changed from Quicken Loans Arena from the start of the 2020/21 season.
Jersey patch sponsor: Goodyear (more than US$10 million a year, signed 2017, extended 2020, expiry not reported)
Training jersey sponsor: Socios (value not reported, signed 2021, expiry not reported)
Local broadcasters: Bally Sports Ohio (TV), WTAM, WMMS (English-language radio), WNZN (Spanish-language radio)
Detroit Pistons
Principal owner: Tom Gores
Vice chairman: Arn Tellem
Value: US$1.45 billion
Total social media following: 4.4 million
Home venue: Little Caesars Arena (20,332)
Arena naming rights deal: More than US$6.25 million a year, deal signed 2017, expires 2037
Jersey patch sponsor: United Wholesale Mortgage (value not reported, multi-year deal signed 2021, expiry not reported)
Training camp jersey sponsor: Henry Ford Health System (value not reported, signed 2017 as part of practice facility naming rights deal)
Local broadcasters: Bally Sports Detroit (TV), WXYT (radio)
Indiana Pacers
Owner and chief executive: Herbert Simon
Value: US$1.55 billion
Total social media following: 6.7 million
Home venue: Gainbridge Fieldhouse (17,923)
Arena naming rights deal: Value not reported, signed 2021, length not reported
Jersey patch sponsor: Motorola (between US$8 million and US$10 million a year, signed 2018, expiry not reported)
Training camp jersey sponsor: Ascension St Vincent (value not reported, signed 2015 as part of practice facility naming rights deal)
Local broadcasters: Bally Sports Indiana (TV), WFNI (radio)
Milwaukee Bucks
Owners: Wes Edens, Marc Lasry, Jamie Dinan
President: Peter Feigin
Value: US$1.625 billion
Total social media following: 7.9 million
Home venue: Fiserv Forum (17,341)
Arena naming rights deal: US$6 million a year, signed 2018, expires 2043
Jersey patch sponsor: Motorola (more than US$10 million per year, signed 2021, length not reported)
Training jersey sponsor: Motorola (inventory included in jersey patch deal)
Local broadcasters: Bally Sports Wisconsin (TV), WTMJ (radio)
Southeast Division
Atlanta Hawks
Principal owner: Tony Ressler
Chief executive: Steve Koonin
Value: US$1.52 billion
Total social media following: 4.9 million
Home venue: State Farm Arena (16,600)
Arena naming rights deal: US$8.75 million a year, deal signed 2018, expires 2038
Jersey patch sponsor: Sharecare (‘mid-range’ of US$2.5 million and US$10 million a year, signed 2017, expires 2022)
Local broadcasters: Bally Sports Southeast (TV), WZGC (radio)
Charlotte Hornets
Owner: Michael Jordan
President and vice chairman: Fred Whitfield
Value: US$1.5 billion
Total social media following: 4.5 million
Home venue: Spectrum Center (19,077)
Arena naming rights deal: US$5 million a year, signed 2008, expires 2018
Jersey patch sponsor: LendingTree (US$5 million a year, extension signed 2020, expires 2023)
Local broadcasters: Bally Sports Southeast (TV), WFNZ (radio)
Miami Heat
Owner: Micky Arison
Chief executive: Nick Arison
Value: US$2 billion
Total social media following: 24.6 million
Home venue: FTX Arena (19,600)
Arena naming rights deal: US$135 million, signed 2021, expires 2040
Jersey patch sponsor: Ultimate Kronos Group (value unreported, signed 2017, expiry unreported)
Local broadcasters: Bally Sports Sun (TV), WAXY (radio)
Orlando Magic
Owner: DeVos family
Chief executive: Alex Martins
Value: US$1.46 billion
Total social media following: 5.6 million
Home venue: Amway Center (18,846)
Arena naming rights deal: US$4 million a year, signed 2010, expired 2020, team reportedly appointed Legends last year to find new partner
Jersey patch sponsor: Walt Disney World Resort (value not reported, first signed 2017, extended 2020, expiry not reported)
Local broadcasters: Bally Sports Florida (TV), WYGM (radio)
Washington Wizards
Owner: Monumental Sports & Entertainment
Managing partner: Ted Leonsis
Value: US$1.8 billion
Total social media following: 7.4 million
Home venue: Capital One Arena (20,356)
Arena naming rights deal: US$10 million a year, signed 2018, expires 2028
Jersey patch sponsor: N/A (deal with Geico expired after 2020/21 season)
Local broadcasters: NBC Sports Washington (TV), WFED (radio)
What is the SponsorPulse Opportunity Score? An overall property score that accounts for all key metrics to highlight the greatest overarching sponsorship opportunities. The Opportunity Score includes consumer engagement, intensity, momentum, passion and excitement for the property, as well as the potential for its sponsors to impact purchase consideration and favourability through a partnership with that property.
Western Conference
Northwest Division
Denver Nuggets
Owner: Stan Kroenke
President and governor: Josh Kroenke
Value: US$1.65 billion
Total social media following: 4.9 million
Home venue: Ball Arena (19,520)
Arena naming rights deal: US$6 million a year, signed 2020, expiry not reported
Jersey patch sponsor: Western Union (value not reported, extension signed 2020, expires 2023)
Local broadcasters: Altitude Sports (TV), KKSE (radio)
Minnesota Timberwolves
Owners: Glen Taylor, Marc Lore and Alex Rodriguez
Chief executive: Ethan Casson
Value: US$1.4 billion
Total social media following: 5.2 million
Home venue: Target Center (18,798)
Arena naming rights deal: Original contract worth US$1.5 million a year, most recent extension signed in 2015
Jersey patch sponsor: Aura (value not reported, signed 2021, expiry not reported)
Local broadcasters: Bally Sports North (TV) WCCO (radio)
Oklahoma City Thunder
Owner: Professional Basketball Club
Chairman: Clayton Bennett
Value: US$1.575 billion
Total social media following: 14.4 million
Home venue: Paycom Center (18,203)
Arena naming rights deal: Value not reported, signed 2021, expires 2036
Jersey patch sponsor: Love’s Travel Stops & Country Stores (‘just under’ US$10 million a year, signed 2019, expires 2023)
Local broadcasters: Bally Sports Oklahoma (TV), WWLS-FM (radio)
The home of the Oklahoma City Thunder has a new name
Portland Trail Blazers
Owner: Paul G Allen Trust
Chief executive: Chris McGowan
Value: US$1.9 billion
Total social media following: 6.3 million
Home venue: Moda Center (19,393)
Arena naming rights deal: US$4 million a year, signed 2013, expires 2023
Jersey patch sponsor: StormX (value not reported, signed 2021, expiry not reported)
Local broadcasters: Root Sports Northwest (TV), KPOJ (radio)
Utah Jazz
Owner: Ryan Smith
President: Jim Olson
Value: US$1.66 billion
Total social media following: 4.4 million
Home venue: Vivint Arena (18,306)
Arena naming rights deal: Value not reported, signed 2016, expires 2026
Jersey patch sponsor: Qualtrics (US$4 million a year, first signed 2017, expires 2023)
Local broadcasters: AT&T SportsNet Rocky Mountain (TV), KZNS (radio)
Pacific Division
Golden State Warriors
Owners: Joe Lacob (majority) and Peter Guber
President and chief operating officer: Brandon Schneider
Value: US$4.7 billion
Total social media following: 38.8 million
Home venue: Chase Center (18,064)
Arena naming rights deal: US$15 million a year, signed 2019, expires 2039
Jersey patch sponsor: Rakuten (US$20 million a year, signed 2017, extended 2020, expiry not reported)
Local broadcasters: NBC Sports Bay Area (TV), KGMZ (radio)
Los Angeles Clippers
Owner: Steve Ballmer
President: Gillian Zucker
Value: US$2.75 billion
Total social media following: 9.5 million
Home venue: Staples Center (19,060)
Arena naming rights deal: Original deal worth US$5.8 million a year, ‘lifetime’ deal then signed in 2009
Jersey patch sponsor: Honey (value not reported, signed 2020, expiry not reported)
Local broadcasters: Bally Sports SoCal (TV), KLAC (radio)
Los Angeles Lakers
Owner: Buss Family Trust
President, business operations: Tim Harris
Value: US$4.6 billion
Total social media following: 50.1 million
Home venue: Staples Center (18,997)
Arena naming rights deal: Original deal worth US$5.8 million a year, ‘lifetime’ deal then signed in 2009
Jersey patch sponsor: Bibigo (US$20 million a year, signed 2021, reportedly expires 2026)
Local broadcasters: Spectrum Sportsnet (TV), KSPN (English-language radio), KWKW (Spanish-language radio)
Phoenix Suns
Owner: Robert Sarver
President and chief executive: Jason Rowley
Value: US$1.7 billion
Total social media following: 5.6 million
Home venue: Footprint Center (18,422)
Arena naming rights deal: US$9 million a year, signed 2021, expiry not reported
Jersey patch sponsor: PayPal (value not reported, signed 2018, expiry not reported)
Local broadcasters: Bally Sports Arizona (TV), KMVP-FM (radio)
Sacramento Kings
Owner and chief executive: Vivek Ranadive
Value: US$1.825 billion
Total social media following: 10.5 million
Home venue: Golden 1 Center (17,608)
Arena naming rights deal: US$6 million a year, signed 2015, expires 2035
Jersey patch sponsor: Dialpad (value not reported, signed 2021, expiry not reported)
Local broadcasters: NBC Sports California (TV), KHTK (radio)
Southwest Division
Dallas Mavericks
Owner: Mark Cuban
Chief executive: Cynthia Marshall
Value: US$2.45 billion
Total social media following: 8.8 million
Home venue: American Airlines Center (19,200)
Arena naming rights deal: US$6.5 million a year, signed 1999, expires 2030
Jersey patch sponsor: Chime (worth ‘just under eight figures’, signed 2020, expires 2023)
Local broadcasters: Bally Sports Southwest (TV), KEGL (radio)
Luka Doncic has signed a US$207 million contract extension to stay with the Mavericks for another five years
Houston Rockets
Owner: Tilman Fertitta
President: Gretchen Sheirr
Value: US$2.5 billion
Total social media following: 24.2 million
Home venue: Toyota Center (18,055)
Arena naming rights deal: US$4.75 million a year, signed 2003, expires 2023
Jersey patch sponsor: Credit Karma Money (value not reported, multi-year deal signed 2021, expiry not reported)
Local broadcasters: AT&T SportsNet Southwest (TV), KBME (radio)
Memphis Grizzlies
Owner: Robert Pera
President: Jason Wexler
Value: US$1.3 billion
Total social media following: 4.2 million
Home venue: FedExForum (18,119)
Arena naming rights deal: US$4.5 million a year, 20-year deal signed 2002, expires 2024
Jersey patch sponsor: N/A
Local broadcasters: Bally Sports Southeast (TV), WMFS-FM (radio)
New Orleans Pelicans
Owner: Gayle Benson
President: Dennis Lauscha
Value: US$1.35 billion
Total social media following: 5.4 million
Home venue: Smoothie King Center (16,867)
Arena naming rights deal: US$4 million a year, signed 2014, expires 2024
Jersey patch sponsor: Ibotta (value not reported, signed 2020, expiry not reported)
Local broadcasters: Bally Sports New Orleans (TV), KLRZ (radio)
San Antonio Spurs
Owner: Spurs Sports & Entertainment
Chief executive: R C Buford
Value: US$1.85 billion
Total social media following: 13.8 million
Home venue: AT&T Center (18,418)
Arena naming rights deal: US$2 million a year, signed 2002, expires 2022
Jersey patch sponsor: Frost Bank (value not reported, signed 2018, expiry not reported)
Local broadcasters: Bally Sports Southwest (TV), WOAI (radio)
What counts as engagement? This metric represents the percentage of people in the country who have engaged with the property at least once in the past 12 months. Types of engagement include watching the property on TV or online, following it socially or in the news, buying or wearing merchandise, playing fantasy sports or betting on it and recommending it to others.
NBA broadcast contracts
North America
US: ESPN and Turner Sports (US$24 billion in total, nine-year deal signed 2014, expires after 2024/25 season)
Canada: TSN, Sportsnet, NBA TV Canada
Mexico: ESPN, TDN, NBA TV International, Canal 9
Caribbean/Central America
Caribbean: ESPN, Digicel SportsMax, NBA TV International
Costa Rica: ESPN, NBA TV International
Dominican Republic: ESPN, NBA TV International
El Salvador: ESPN, NBA TV International
Guatemala: ESPN, NBA TV International
Honduras: ESPN, NBA TV International
Nicaragua: ESPN, TN8
Panama: ESPN, NBA TV International
Puerto Rico: ESPN, NBA TV International
South America
Argentina: ESPN, DirecTV, NBA TV International
Bolivia: ESPN, DirecTV
Brazil: ESPN, SporTV, Vivo TV, Bandeirantes, Twitch (Gaules)
Chile: ESPN, DirecTV
Colombia: ESPN, DirecTV
Ecuador: ESPN, DirecTV
Paraguay: ESPN, DirecTV
Peru: ESPN, DirecTV
Suriname: ESPN, NBA TV International
Uruguay: ESPN, DirecTV, NBA TV International
Venezuela: ESPN, DirecTV, NBA TV International
Europe
Austria: DAZN
Balkans: Arena Sport, Telekom Srbija (Serbia only)
Baltics: All Media Baltics
Belgium: Eleven Sports
Denmark: TV2 Sport
Finland: Ruutu
France: BeIN Sports
Germany: DAZN, NBA TV International
Greece: Cosmote TV
Italy: Sky Sport
Netherlands: ESPN
Poland: Canal+ Sport
Portugal: Sport TV, NBA TV International
Romania: Telekom Sport
Russia: Megogo
Spain: Movistar
Switzerland: DAZN
Turkey: S Sport, NBA TV International
Ukraine: Setanta Sports
UK and Ireland: Sky Sports
Middle East and North Africa
Israel: Sport 5, NBA TV International
Pan-Middle East: BeIN Sports
Sub-Saharan Africa
Pan-Africa (excluding South Africa): ESPN, NBA TV International
South Africa: E.tv
Asia-Pacific
Central Asia: Setanta Sports
Indian subcontinent: Star Sports
China: CCTV, Tencent
Hong Kong: Sports 2 World, NBA TV International
Indonesia: IEG, Telekom Indonesia
Japan: NBA Rakuten
Malaysia: Astro SuperSport
Singapore: StarHub
South Korea: SPOTV
Philippines: TV5, ONE Sports, NBA TV Philippines
Taiwan: Videoland, Elta TV, Eleven Sports
Thailand: TrueSport, NBA TV International
Vietnam: VTVcab
Oceania
Australia: ESPN, SBS
New Zealand: ESPN, Spark Sport
Pacific Islands: ESPN
Papua New Guinea: ESPN
All figures quoted in this guide have been reported or are estimated. Franchise valuations are based on Forbes' annual list.
