英文2024年NBA比赛报告

BrandFinance

NBA

2024

TheannualreportonthemostvaluableandstrongestNBAbrands

November2024

BrandFinanceNBA2024/nba2

Contents

AboutBrandFinance3

Foreword4

LaurenceNewell,ManagingDirector,BrandFinanceAmericas

RankingAnalysis7

BrandValue&BrandStrengthAnalysis9

BrandValueRanking(USDm)17

BrandSpotlights18

CreativeArtistsAgency(CAA)19

InterviewwithJayBarbeau,VicePresident,CAABrandConsulting

Sponsorship21

Methodology26

SportServices34

©2024Allrightsreserved.BrandFinancePlc.

About

BrandFinance

Theworld's

leadingbrandvaluation

consultancy

Forbusinessenquiries,pleasecontact:

LaurenceNewell

ManagingDirector,Americasl.newell@

Formediaenquiries,pleasecontact:

FlorinaCormack-Loyd

CommunicationsDirector,NorthAmericaf.cormackloyd@

Forallotherenquiries:

enquiries@+442073899400

BridgingthegapbetweenMarketingandFinance

BrandFinancewassetupin1996withtheaimof'bridgingthegapbetween

marketingandfinance'.Formorethan25years,wehavehelpedcompaniesand

organisationsofalltypestoconnecttheirbrandstothebottomline.

Quantifyingthefinancialvalueofbrands

Weputthousandsoftheworld’sbiggestbrandstothetesteveryyear.Ranking

brandsacrossallsectorsandcountries,wepublishover100reportsannually.

Uniquecombinationofexpertise

Ourteamshaveexperience

acrossawiderangeofdisciplines

frommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccounting.

Pridingourselves

ontechnicalcredibility

BrandFinance,acharteredaccountancy

firmregulatedbytheInstituteof

CharteredAccountantsinEnglandandWales,isthefirstbrandvaluation

consultancytojointheInternational

ValuationStandardsCouncil.Ourexpertscraftedstandards(ISO10668andISO

20671)andourmethodology,certifiedbyAustrianStandards,isofficiallyapproved

bytheMarketingAccountabilityStandardsBoard.

BrandFinanceNBA2024/nba4

Foreword

LaurenceNewell

ManagingDirector,

BrandFinanceAmericas

Whatisthepurposeofastrongbrand:toattractcustomers,tobuildloyalty,

tomotivatestaff?Alltrue,butforacommercialbrandatleast,thefirstanswermustalwaysbe‘tomakemoney’.

Hugeinvestmentsaremadeinthedesign,launch,andongoingpromotion

ofbrands.Giventheirpotentialfinancialvalue,thismakessense.Unfortunately,

mostorganisationsfailtogobeyondthat,missinghugeopportunitiestoeffectivelymakeuseofwhatareoftentheirmostimportantassets.Monitoringofbrand

performanceshouldbethenextstep,butisoftensporadic.Whereitdoestakeplace,itfrequentlylacksfinancialrigourandisheavilyreliantonqualitative

measures,poorlyunderstoodbynon-marketers.

Asaresult,marketingteamsstruggletocommunicatethevalueoftheirwork

andboardsthenunderestimatethesignificanceoftheirbrandstothebusiness.

Scepticalfinanceteams,unconvincedbywhattheyperceiveasmarketingmumbo

jumbo,mayfailtoagreenecessaryinvestments.Whatmarketingspendthereis,

canenduppoorlydirectedasmarketersarelefttooperatewithinsufficientfinancialguidanceoraccountability.Theendresultcanbeaslowbutsteadydownwardspiralofpoorcommunication,wastedresources,andanegativeimpactonthebottomline.

BrandFinancebridgesthegapbetweenmarketingandfinance.Ourteamshave

experienceacrossawiderangeofdisciplinesfrommarketresearchandvisual

identity,totaxandaccounting.Weunderstandtheimportanceofdesign,advertising,

andmarketing,butwealsobelievethattheultimateandoverridingpurpose

ofbrandsistomakemoney.Thatiswhyweconnectbrandstothebottomline.

Byvaluingbrands,weprovideamutuallyintelligiblelanguageformarketingand

financeteams.Marketersthenhavetheabilitytocommunicatethesignificance

ofwhattheydo,andboardscanusetheinformationtochartacoursethatmaximisesprofits.Withoutknowingtheprecise,financialvalueofanasset,howcanyouknow

ifyouaremaximisingyourreturns?Ifyouareintendingtolicenseabrand,howcan

youknowyouaregettingafairprice?Ifyouareintendingtosell,howdoyouknow

whattherighttimeis?Howdoyoudecidewhichbrandstodiscontinue,whetherto

rebrandandhowtoarrangeyourbrandarchitecture?BrandFinancehasconducted

thousandsofbrandandbrandedbusinessvaluationstohelpanswerthesequestions.

Professionalsportsandfootballinparticularfosterssomeofthemostrecognizablebrandsglobally.TopteamsandorganizationssuchasthetheLALakers,theEnglishPremierLeague,DallasCowboys,andothersboastbrandstrengthsimilartothat

ofCocaColaandGooglewhichtrulyputstheircaliberintoperspective.Manyofthesetopbrandsearnsizeablesumsthroughbroadcasting,commercialandmatchday

incomewithasignificantchunkofcommercialincomebeingderivedfromcorporatesponsorship,amarketwhichcontinuestogroweachyear.

Withsuchsignificantmoneyonthetableandtheriseofnewopportunitiesacross

theindustry,thenecessityforaclearunderstandingofallaspectsoffootballfinanceiscrucialtothesuccessofallstakeholdersintheindustry.Wetrustyouwillfindtheinsightsgeneratedinthisreportinformativeandusefulinyourendeavours,andwelookforwardtocontinuingtheconversationwithyouinthefuture.

GainInsight

Leveragestrategicinsightstoenhanceyourbrand'sfinancialstanding.

StrategicGuidance

Strategiseeffectivelytopositionyourbrandasamarketleader.

BenchmarkYourPerformance

Benchmarkyourbrandagainst

industrystandardsforacompetitiveedgeinthecorporatelandscape.

EmpowerYourMarketingTeam

Empoweryourmarketingteamwithcomprehensiveknowledgeaboutyourbrand'sfinancialvalue.

EnhanceCommunication

Optimisecommunicationchannelsbyunderstandingandarticulatingyourbrand'sfinancialsignificance.

DeepenUnderstanding

Deepenyourfinancialacumenandmakewell-informeddecisionsforcorporatesuccess.

Request

yourown

BrandValueReport

BrandFinance'sBrandValueReport

providesacompletebreakdownoftheassumptions,datasources,andcalculationsusedtodetermineyourbrand’svalue,aswellasbrand

equityresearch.

Eachreportincludesexpert

recommendationsforgrowing

brandvalue,drivingperformance,andgaininginsightsintoyour

positionagainstpeers.

enquiries@

+6,000brands

Originalmarketresearch

onglobal,marketandsectorleadingbrands.

41countries

Comprehensivecoverage

formarketspecificlearningsthatinformdecisionmaking.

GetFull

AccesstoourGlobalData

31sectors

Benchmarkyourbrandagainst

competitorsandleverageindustrylevelinsightstoempoweryour

strategy.

+150,000respondents

Robustmarketrepresentationforaglobalperspective.

8thconsecutiveyear

Takealongerviewtotrackandlearnfromfastgrowingbrands,market

disrupters,andmarketleaders.

StrategicInsight

Understandyourbrandsstanding

inthemarket,whatit’sknownfor

relativetothecompetition,andwhatdrivescustomerdecisionmaking

soyoucancreatearoadmapforsuccess.

BrandFinance'sGlobalBrand

EquityMonitorresearchutilises

acomprehensiveframeworkto

trackandmeasurethecorebuildingblocksthatunderpinstrongbrands,whiledeliveringnuancedinsightsthatdirectstrategyforunderstanding,

maintainingandbuildingbrandstrength.

Brands,andcustomerrelationshipwithbrands,arecomplex.Assuchtheyrequireattention,directionandmeasuredsupportifthey’retofulfiltheirpotential.Ourbrandequity

reportsdeliverexpertinsightandrecommendationstopoweryourbrandstrategiesandvaluation.

enquiries@

RankingAnalysis

Warriors–

Lakersrivalry

extendstobattleforbrandvaluedominance

+GoldenStateWarriorsmaintaintheir

positionastheNBA’smostvaluablebrand

+LosAngelesLakersarethestrongestbrandintheNBA,withtheBostonCelticsshootingintosecond

+DenverNuggetsmorethandoubletheirbrandvaluetoenterthetop12

+61%ofUSsportsfansfollowtheNBA,and33%sayithasapositiveimpactontheircommunities

BrandFinanceNBA2024/nba9

RankingAnalysis

GoldenStateWarriorsmaintaintheir

positionastheNBA’smostvaluablebrand

WithabrandvalueofUSD1.5billion,theGolden

StateWarriorsretaintheirtitleastheworld’smostvaluableNBAbrandforthethirdconsecutiveyear,outpacingsecond-rankedLosAngelesLakers,

whosebrandvaluestandsatUSD1.1billion.

TheLakersareclosingin-thegapbetweenthe

toptwobrandshasnarrowed,fromUSD620millionin2023toapproximatelyUSD500millionin2024.TheLakers’27%brandvalueincreasecanbepartlyattributedtoimprovedgamerevenues,drivenby

increasedattendanceandhigherstadiumprices.

SincewinningtheNBAChampionshipin2021-22,theWarriorsdidn’tmaketheplayoffsin2023-24

andwereknockedoutbytheLakersintheWesternConferencefinalsinthe2022-23season.Whiletheteam’srecordhassuffered,theirbrandvaluehasnot-theWarriors’brandvaluehasactuallygone

up4%from2023.

LiketheirrivalstheLakers,theWarriorsareincreasingtheirbrandvaluethroughstrongrevenue,notablyviaeffectivecommercializationoftheirbrand–the2023-24season’smost-purchasedjerseyisStephenCurry’s.The'celebrityeffect'extendsbeyondtheplayers

themselves,asA-listcelebrities—frommoviestarstomusicians—occupycourtsideseats,becomingpartoftheNBAspectacle.

LosAngelesisknownforthe

glitzandglamourofHollywood,andthecelebrityspotlightextendstotheLakers,ateamwithan

intenselyloyalfanbase,historicalsuccess,andlegendaryplayers.BrandFinance’sdatahighlightstheLakers’globalinfluence,withexceptionalscoresforattributessuchas‘havingstarplayers’and‘beingthehomeoffans’favoriteathletes.’Thisamplifiesthe

Lakers’statusasoneofthemostrecognizablebrandsintheNBAbutalsointheworld.

HugoHensley

HeadofSportsServices,BrandFinance

RankingAnalysis

Theleaguehasmasteredtheinterplayof

sportsandentertainment,withthesecelebrity

appearancesmarketingNBAgamesascultural

events.Thisphenomenontranslatesintotangible

value;byassociatingwithhigh-profileindividuals,teamsliketheLakersandWarriorsblendbasketballwithpopularculture,enhancingtheirbrandappealandperceivedexclusivity.

TheBostonCelticsremaintheNBA’sthird

mostvaluablebrandfollowinga2023-2024

Championshipwinanda50%increaseinbrandvaluetoUSD881million.

Inthisyear’sNBAranking,mostNBAbrandshave

significantlyboostedrevenueforecastsfromUSD88milliontoastaggeringUSD230millionperteam

peryear,thankstonewmediadealsstartinginthe2025-26seasonwiththeWaltDisneyCompany,

NBCUniversal,andAmazon.

Ofthe30NBAbrandsfeaturedintheranking,

onlytworecordedadecreaseinbrandvalue:theMilwaukeeBucksandtheBrooklynNets,down

13%toUSD379millionand18%toUSD307million,respectively.

Top10MostValuableNBABrands2024©BrandFinancePlc.2024

1

VENSh

ARR

=

$1.5bn

+4%

2

=

感

$1.1bn

+27%

3

=

像,

$0.9bn

+50%

4

▲

$0.6bn

+46%

5

▲

R

$0.6bn

+70%

6

1

$0.6bn

+28%

7

8

9

1

CHICACO

▲

l

▲

HEar

BULLS

$0.5bn

+1%

$0.4bn

+49%

$0.4bn

+24%

10

▲

$0.4bn

+32%

BrandFinanceNBA2024/nba10

RankingAnalysis

Top10StrongestNBABrands2024©BrandFinancePlc.2024

1

=

感

90.2

+3.4

2

▲

88.8

+6.2

3

1

EN

ARR

85.2

+1.5

4

▲

R

75.3

+13.6

5

▲

74.4

+9.9

6

CHICACO

=

BULLS

73.0

+1.1

9

▲

7

=

8

1

71.9

+2.6

68.8

+9.9

69.1

-5.5

10

1

68.3

-4.8

MIAMIHEar

LosAngelesLakersarethestrongestbrandintheNBA,withtheBostonCelticsshootingintosecond

TheLosAngelesLakersaretheNBA’sstrongest

brandforthesecondconsecutiveyear,withaBrand

StrengthIndex(BSI)scoreof90.2outof100and

aprestigiousAAA+rating.AccordingtoBrandFinancedata,theLakersscore10outof10inoverallbrand

imageandinparticular,forhavingagoodreputationandbeingapositiveforceintheirlocalcommunity.Thesescoresreflectfans’recognitionoftheteam’sactivecommunityengagementviainitiativeslike

theLakersYouthFoundation.

Moregenerally,theNBAiswidelypraisedforits

accessibilityandpositiveinfluenceoncommunities

acrosstheUSandaroundtheworld.AccordingtoBrandFinancedata,33%ofthosebasedintheUSwhofollowtheNBAsayithasapositiveimpactonthecommunity,comparedtoothersportingleaguessuchasMajor

LeagueSoccer(25%),theNationalHockeyLeague

(24%),andMajorLeagueBaseball(33%),surpassedonlybyperceptionsoftheNFL’scommunityimpactat36%.

TheBostonCelticshaverisentobecometheNBA’ssecondstrongestbrand,boostingtheirBSIscorebyoversixpointsto88.8outof100,surpassing

theGoldenStateWarriors,whoseBSInowstands

at85.2outof100.BrandFinancedatashowsthat

theCelticsimprovedacrossseveralkeymetricssuchashavingagoodreputation(upalmosttwopoints

to10.0)andhavingasignificantfollowing(upbymorethanthreepointsto9.0),fueledbytheirimpressive

performanceonthecourtand2023-24Championshipwin.Thissuccesshasalsodrivenhigherticketprices,gameattendance,andcommercialsales,resultinginstrongerrevenues.TheCeltics’involvementwiththeGreenSportsAllianceisreflectedintheteam’s10

outof10scoreforbeingperceivedassustainableandpositivefortheenvironment.

AccordingtoBrandFinanceresearch,17%ofUS-basedNBAfollowersviewtheleagueascommittedtothe

environment.ComparedtoothersportingleaguessuchastheNationalHockeyLeague(8%),MajorLeague

Baseball(10%),NFL(15%),andMajorLeagueSoccer(17%),thisisrelativelyhigh.

TheNBAhasmadenotablestridesinintegrating

sustainabilityintoitsoperations–throughinitiativeslikeNBAGreenandtheNBAArenaSustainabilityTaskForce.However,thereremainsanopportunityfor

theleague–andothersportingleagues-tofurtherpromotetheseeffortsandenhancefanperceptionoftheNBA’scommitmenttosustainability.

BrandFinanceNBA2024/nba11

RankingAnalysis

DenverNuggetsmorethandoubletheirbrandvaluetoenterthetop12

StillridingthemomentumoftheirfirstChampionshipwininthe2022-23season,theDenverNuggetshaverapidlyemergedastheNBA’sfastest-growingbrand.Theirbrandvaluehasmorethandoubled,up122%,reachingUSD344millionandjumpingto12thinthe

overallranking.TheNuggetshavealsocracked

thetop10intermsofbrandstrength,rankingninth,withanearly10-pointimprovementinBSIto68.8outof100.

Thissurgeinbrandvalueisprimarilydrivenby

increasedrevenuesfromgamedayandcommercialsalesduetohigherticketpricesandagreaternumberofgamesplayedfollowingon-courtsuccess.

TheNuggets’strongperformance,especiallyfor

ateamoftheirsize,hasbeenimpressive.According

toBrandFinancedata,theNuggetshavesignificantlyboostedtheirbrandstrengththroughimprovedscoressuchashavingagoodreputation,withapreviousscoreoflessthan2.8nowupto6.4outof10,underpinned

byrecenton-courtsuccesseslikereachingtheWesternConferencesemi-finalsanddefeatingtheLosAngelesLakersintheplayoffsthisyear.

TheNuggets’strongperformancehasalsoenhancedexistingfansupport,withbeliefintheteam’sabilitygrowing,highlightedbyimprovedperceptionsofhowtheclubplaysexciting&entertainingbasketball

(fromlessthan4.9to9.0outof10).

Fansarealsoseeingthattheownershaveapositive

long-termgoalandwanttoplayconsistentbasketball,reinforcedbyBrandFinancedatathatrevealsimprovedperceptionsoftheNuggets’managementandoverallbrandimage,includingbeingsustainableandpositivefortheenvironment,withascoreof10.0forthismetric.

TheDenverNuggetshaveaprimeopportunity

toboosttheirbrandandattractmorefansfollowingtheirmatchupagainsttheBostonCelticsatthe2024NBAAbuDhabiGames.AccordingtoBrandFinance

data,basketballisthethirdmostpopularsportintheUAEintermsoffollowingat26%,withonlysoccer

(47%)andcricket(35%)attractingmoreoftheregion’sfans.InSaudiArabia,basketballisthesecond-mostfollowedsport,capturing23%ofthepopulation.

BrandFinanceNBA2024/nba12

RankingAnalysis

Withabrandvalueincreaseof83%toUSD182

million,theIndianaPacersarethisyear’ssecondfastest-growingNBAbrand.ThePacersnowrank25th,upfourpositionsfrom2023.

BrandFinanceattributesthisrisetothePacers’improved2023-24season,endingintheEasternConferencefinals.2024marksapivotalyear

forthePacersasCEORickFusonannouncedhisretirementaftera40-yearcareerwith

theteam.

BrandFinancedatashowshighscoresforbrandstrengthmetricssuchasstadiumutilization(9.0outof10)andhavingagreatstadium(8.0outof10),andastrongsensethattheownersreallycareabouttheclub(morethan8.3outof10).

Lookingahead,Fuson’ssuccessors’abilitytomaintainthisimagewillbekeyforthePacers’brandstrength.

61%ofUSsportsfansfollowtheNBA,and33%sayithasapositiveimpactontheircommunities

AccordingtotheNBA,acrossthe2023-24season,

morethan75%ofitssocialmediafollowersarebasedoutsideoftheUS.ThisalignswithBrandFinancedataindicatinganaverage39%increaseinsocialmedia

perceptionscoresforNBAbrands.Notably,theDetroitPistons,withabrandvalueofUSD165million,recordedthelargestyear-on-yearincreaseintheirsocialmediascoreat70%.

Closertohome,followingthederegulationof

sportsbettingintheUSin2018,theindustryhasskyrocketed,nowlegalin38USstates.MajorUSsportsbettingbrandslikeDraftKingsandFanDuelhavebecomeofficialNBAcorporatepartners,

anditispossiblethatsportsbettinghasplayedakeyroleindrivingfanengagement.

AccordingtoBrandFinancedata,35%of18-24-

year-old(Figure1)AmericanswhofollowtheNBAalsoengagewithsportsbetting–ahigherratethananyotheragegroup.Thistrendreflectsthetech-

savvynatureofyoungersportsfans,whousetheinternettobothstayinformedabouttheirsportofchoiceandeasilyplacebetsontheirfavoriteteams.

BrandFinanceNBA2024/nba13

BrandFinanceNBA2024/nba14

RankingAnalysis

Withgrowingdatashowingthattheyounger

generationisthemostlikelytoengageinsports

betting,ourresearchfoundthatdespitetheirlower

income,only30%of18-to24-year-oldNBAfollowershavepurchasedmerchandiseinthepastyear.Asfansage,theyarelessinclinedtotakepersonalfinancialrisks,astheirfocusshiftstowardsresponsibilities

likefamilyandhealthsecurity.Interestingly,USsportsfans,secondonlytoBrazilianfans,areamongthe

mostsupportiveofsponsorshipsfrombettingandgamblingbrands(Figure2).

Thisalignswiththederegulationofsportsbetting

in2018,theofficialsponsorshipdealsbetweenmajorbettingbrandsandtheNBA,andtheintegrationof

bettingfeatureswithintheNBALeaguePassapp.Thishasincreasinglyblurredthelinesbetweenfanengagementandcommercialinterests,openingupnewavenuesforbothmonetizationandenhancedaudienceinteraction.

TheNBA’sglobalreachrivalsthatofmostsports,withtheexceptionofsoccer,thankstobasketball’ssimplicity–anyonecanpickupa

ballandplay.ThisisevidentinBrand

Finance’sresearch,whichrevealsthe

NBAisthemost-watchedsportsleagueintheUS,with61%ofsportsfanstuningintotheleague.Footballdoesboast

ahigherbrandvalueintheUS–withBrandFinancevaluingNFLbrandsatacombinedUSD29.5billioncomparedtotheNBA’sUSD11.5billion–but

basketballhastheedgewhenitcomestointernationalappeal.

LaurenceNewell

ManagingDirector,BrandFinanceAmericas

RankingAnalysis

NBAfollowers'engagementwithbetting&buyingmerchandisebyAgeGroup(Figure1)

©BrandFinancePlc2024

50%

40%

30%

20%

10%

0%

•Boughtmerchandiseofateam•Placedabetonasport’scompetition

USA18-24USA25-34USA35-44USA45-54USA55-64USA65+

BrandFinanceNBA2024/nba15

RankingAnalysis

Dosportsfansagreewiththestatement'Sportsteamsandorganisationsshouldrejectsponsorshipfrombettingandgamblingbrands'(Figure2)

©BrandFinancePlc2024

Brazil

USA

UK

France

Australia

Spain

Germany

ItalyIndia

China

•CompletelyAgree•SomewhatAgree•SomewhatDisagree•CompletelyDisagree

0%10%20%30%40%50%60%70%80%90%100%

BrandFinanceNBA2024/nba16

BrandValueRanking(USDm)

Top30mostvaluableNBAbrands1-30

2024

Brand

2023

2024

2023

2024

2023

Brand

Value

Brand

Brand

Brand

Rank

RankTeam

Value

Change

Value

Rating

Rating

1

1

=

GoldenStateWarriors

$1,521

+3.8%

$1,466

AAA

AAA-

2

2

=

LosAngelesLakers

$1,070

+27.0%

$842

AAA+

AAA

3

3

=

BostonCeltics

$881

+49.7%

$589

AAA

AAA-

4

6

▲

NewYorkKnicks

$642

+46.3%

$439

AA

AA-

5

9

▲

DallasMavericks

$591

+70.5%

$347

AA+

A+

6

4

1

LosAngelesClippers

$585

+28.5%

$455

AA

AA-

7

5

1

ChicagoBulls

$454

+1.3%

$448

AA

AA

8

12

▲

PhoenixSuns

$415

+48.9%

$279

AA-

AA-

9

10

▲

MiamiHeat

$412

+23.7%

$333

AA-

AA

10

11

▲

Philadelphia76ers

$402

+32.3%

$304

AA-

AA-

11

7

1

MilwaukeeBucks

12

20

▲

DenverNuggets

13

14

▲

HoustonRockets

14

8

1

BrooklynNets

15

13

1

ClevelandCavaliers

16

18

▲

AtlantaHawks

17

15

1

TorontoRaptors

18

16

1

SanAntonioSpurs

19

21

▲

WashingtonWizards

20

17

1

SacramentoKings

21

24

▲

OklahomaCityThunder

22

26

▲

MinnesotaTimberwolves

23

27

▲

PortlandTrailBlazers

24

19

1

UtahJazz

25

29

▲

IndianaPacers

26

25

1

OrlandoMagic

27

22

1

DetroitPistons

28

28

=

NewOrleansPelicans

29

30

▲

CharlotteHornets

30231MemphisGrizzlies

BrandFinanceNBA2024/nba17

Brand

Spotlight

BrandFinanceNBA2024/nba19

InterviewwithJayBarbeau

JayBarbeau

VicePresident,

CAABrandConsulting

WhataretheprimaryconsiderationsabrandevaluateswhenexploringanNBAsponsorship?

Itoftenbeginswithtwofundamentalquestions:thecostofthedealand

whatthesponsorshippackageentails.Theanswerdependsonafewfactors,suchasthebrand’scategory,exclusivitygoals,andwhetherthey’retargetingregionalorglobalreach.Forsome,thefocusmightbeonhospitalityandVIPexperiences,whileothersprioritizedigitalactivations.

OurroleistodrawonourNBAexperiencetoestimatewherethesecosts

andpackagesmightland,butacrucialfirststepistoassessiftheNBA

iseventherightfit.Justbecauseabrandcanafforditdoesn’tmeanit’s

thebestmove.Welookcloselyatfandemographicsandhowwellthey

alignwiththebrand’sgoals.TheNBA,forinstance,hasexcelledatreachingayoung,diverseaudience,whichappealstomanybrands.

Howdoyoubenchmarksponsorshipopportunitiesacrossteamsorleaguesforclients?

It’spartartandpartscience.Wemaintainadatabasewithconstantly

updateddealbenchmarks,whichallowsustocompareopportunities,

whetherwithinbasketballoracrossotherleagues.Ouranalyticsteam

estimatesthevalueofassetsbasedonhistoricaldata,