Most Valuable NBA Team Sponsorships: A Sponsor’s Guide to Investing in NBA Team Sponsorships
- June 10, 2024
- SponsorPulse Staff
With its fan base of 112MM+ Americans and growing global reach, the NBA is a goldmine for brands looking to connect with enthusiastic consumers. But with 30 teams vying for attention, where should a sponsor invest? Of course, market focus and budget will play a significant role in determining fit, but let’s breakdown the top five most valuable sport team sponsorships in the NBA:
Using SponsorPulse's Opportunity Value, we've identified the top five most valuable NBA team sponsorships:
Los Angeles Lakers
New York Knicks
Los Angeles Clippers
Chicago Bulls
Dallas Mavericks
Keep reading to find out the Mid-range Opportunity Value by team. That is to say, the average value range that a brand should reasonably pay to be a mid-tier partner. Let’s examine these unbeatable properties for sponsorships based on our proprietary metrics and discuss the factors that make them fan favorites.
What Makes These Teams Valuable? Understanding Opportunity Value
Before diving into the specifics, it's essential to understand the methodology behind the Opportunity Value.
SponsorPulse’s Opportunity Value is a consistent, data-driven methodology that leverages fan engagement, intensity, momentum, passion, and potential to generate brand impact from over 300,000 consumer surveys.
The best part? The Opportunity value is designed to empower brand owners with budgets of all sizes to identify if they’re currently over or under spending, and to identify new opportunities that fit. The Opportunity Value provides investment guidance through a value range that can guide sponsorship and asset negotiations.
With that knowledge in mind, let’s look at what makes these properties so powerful in the world of sponsorships.
Top 5 Most Valuable NBA Team Sponsorships
Team: Los Angeles Lakers
Mid-range Opportunity Value: $5.7MM - $8.2MM USD / Year
The Lakers' extensive fan base and storied history make them desirable for brands. Our data confirms this by revealing a staggering 52% engagement rate, which translates to immense brand visibility for sponsors in over 1 out of 2 people from the audience in California.
But Lakers fans aren't just passive observers – they're also incredibly excited (47%) and show strong momentum (29%), indicating a passionate and growing fanbase.
This high level of fan interaction ensures that sponsors can significantly benefit from aligning with the Lakers' solid and dedicated following.
2. Team: New York Knicks
Mid-range Opportunity Value: $3.9MM - $5.5MM USD / Year
The Knicks are another team with a fiercely loyal fanbase. Their strategic location in one of the world’s largest media markets amplifies their sponsorship value.
Research data shows a 52% engagement rate in the state of NY and an intensity level of 50%, indicating that the Knicks’ fanbase has a strong emotional connection to the team.
While brand consideration sits at 16%, there's significant potential for sponsors to build brand loyalty within this dedicated fanbase.
Their consistent fan support, despite performance fluctuations, highlights the reliability and potential long-term benefits of partnering with this iconic team.
3. Team: Los Angeles Clippers
Mid-range Opportunity Value: $3.3MM - $4.7MM USD / Year
While the LA Clippers may not have the same legacy as their cross-town rivals, they present substantial sponsorship opportunities with 43% engagement in California, 42% intensity, and 32% excitement.
The Clippers present an opportunity for sponsors to gain a foothold in a growing and highly engaged market.
Its recent performance boosts and strategic market positioning make it a valuable asset for sponsorship opportunities.
4. Team: Chicago Bulls
Mid-range Opportunity Value: $3.2MM - $4.6MM USD / Year
The Chicago Bulls, renowned for their golden era under Michael Jordan, maintain a formidable presence in the market.
Their 57% engagement rate in Illinois is the highest on this list, demonstrating a highly active following. Intensity sits at 49%, and brand favorability reaches 15%, suggesting a positive brand association for sponsors.
The Bulls’ historical significance and enduring fan loyalty make them a prime target for sponsorship.
5. Team: Dallas Mavericks
Mid-range Opportunity Value: $2.9MM - $4.2MM USD / Year
The Dallas Mavericks round out the top five, scoring a 45% engagement rate, 35% excitement, and 12% brand favorability in Dallas.
This Texas-based team offers brands a solid platform to engage with a diverse and enthusiastic fan base. The Mavericks' ongoing media attention and solid regional support make them a strategic choice for sponsorship.
The Bottom Line
The NBA offers a diverse landscape of passionate fan bases. By leveraging SponsorPulse's Opportunity Value, brands can identify the teams that best align with their target audience and maximize their return on investment from NBA team sponsorships.
Learn more about the top 50 most valuable sports teams across leagues — create your free SponsorPulse account today.