Sponsors are gearing up for the 2017-2018 NBA season with a mix of themed products, apparel and player activations.

Below, a rundown of sponsor activations around tonight’s Kia NBA Tip-Off:

NBA (team and player) themed and inspired product:

  • Tissot – additional team watches
  • All footwear partners (adidas, Nike, Under Armour) launching new player shoes
  • 2K recently released NBA 2K18 and EA released NBA LIVE 18

Player activations:

  • 2K – Kyrie Irving
  • EA – James Harden
  • Nike – LeBron James, Kevin Durant, Paul George

National TV commercials:

  • Opening Night on TNT:
    • 2K
    • American Express
    • Anheuser Busch
    • Autotrader
    • Kia
    • State Farm
    • PepsiCo
  • Opening Week on ESPN:
    • State Farm
    • Taco Bell
    • Anheuser Busch
    • PepsiCo
    • 2K Games
    • Nike

Key products for global retail development:

  • Nike jerseys and Therma Flex Showtime Warm-Up Jacket
  • Fanatics Fast Break (replica) jersey
  • New Era headwear
  • Mitchell & Ness swingman jersey program

New licensing categories:

  • NBA exploring more co-branded merchandise opportunities like the NBA | Star Wars collection with items from Fanatics (apparel), New Era, Boelter, WinCraft and Northwest

Partnership Campaigns and Activations:


  • NBA 2K18 features cover athlete Kyrie Irving, as well as Shaquille O’Neal on the cover of the NBA 2K18 Legend Edition
    • 2K and the NBA are working together on the NBA 2K League, which will launch in 2018


  • This is 47’s first full season with current logo fan apparel and headwear rights


  • Adidas recently released new signature shoes for Damian Lillard

American Express

  • American Express and the NBA will launch their league-wide benefit program as part of their multiyear renewal which includes themed offers and experiences for card members
    • The season-long offer will launch on Oct. 17, around which card members will receive $25 off a purchase of $75 or more at the NBA Store/NBAStore.com (via statement credit)
    • American Express will also serve as the presenting partner of the Road Show on TNT, which returns on Oct. 17 in the Bay Area
    • American Express will continue to be the exclusive presenting sponsor of the NBA on TNT and NBA TV halftime shows, the American Express Halftime Report


  • NBA LIVE 18 features cover athlete James Harden, as well as WNBA players and teams for the first time


  • Express will launch a new NBA-themed “Game Changers” campaign centered around four young NBA players – John Collins, Brandon Ingram, Jamal Murray and Denzel Valentine.  The campaign will be featured in-store and across social and digital channels, with a series of lifestyle videos, which will reveal the brand ambassadors’ performance, style, determination and the will to win both on and off the court.


  • Mobil 1 will continue to activate around the protection platform this season with endorser and NBA legend Dikembe Mutombo


  • The first Fanatics Fast Break (replica) jerseys are on sale
  • The first Fanatics branded on-court shooting shirt program will also launch for start of season (Hoops for Troops, Noches, etc.)


  • FanDuel will be running a NBA tip-off contest


  • The NBA G League season begins Nov. 3 with a record number of teams
    • As part of the multiyear expanded partnership, Gatorade will incubate its latest product and equipment innovations into NBA G League locker rooms
    • Teams will also collaborate with Gatorade and the Gatorade Sports Science Institute (GSSI) to help players maximize their athletic potential and on-court performance
    • The first-ever league marketing campaign launched with the NBA G League rebrand announcement
    • New global renewal agreement is across NBA, WNBA and NBA G League

Jack Daniel’s

  • Beginning with the start of season, Jack Daniel’s will conduct an online digital sweepstakes giving two lucky fans the chance to win an all-expenses paid trip to NBA All-Star 2018 in Los Angeles
    • The sweepstakes will be promoted digitally and through NBA-themed print materials (e.g., coasters, menu inserts, recipe cards, posters, window clings) in key Jack Daniel’s on-premise (e.g., bars, restaurants) and off-premise (e.g., liquor stores, grocery stores) accounts throughout the country
    • Jack Daniel’s will also unveil NBA-themed, mini basketball court product displays at various retail accounts, including grocery and chain liquor stores

Kaiser Permanente

  • Kaiser Permanente will continue to focus on medical thought leadership while maintaining key assets rooted in social responsibility, including presenting partner of the NBA Cares Community Assist Award, NBA FIT Week, and an NBA FIT event at All-Star and associate partner of the NBA Finals Legacy Projects


  • Kia will continue to serve as the official automotive partner through its multiyear renewal across the NBA, WNBA, and NBA G League
    • Kia will maintain ownership with key on-court platforms, including Kia NBA Performance Awards and Kia NBA All-Star MVP
    • Kia will once again serve as the title partner of Kia NBA Tip-Off - with inclusion in broadcast, digital and social
    • The season-long #KiaWhoYaGot sweepstakes will resume asking fans to predict which team will win key matchups on NBA social channels during Kia NBA Tip-Off

Mitchell & Ness

  • The global rollout of the recently launched Swingman jersey program will continue

New Era

  • This will be New Era’s first season as the global authentic / on-court headwear partner of the NBA


  • Nike is now the official outfitter of the NBA, WNBA, NBA G League, and USA Basketball
  • Along with bringing new uniforms to players and fans, Nike will be an official partner of NBA Global Games, NBA All-Star, NBA Draft, and Basketball Without Borders
  • Nike will also launch a new marketing campaign with its key endorsers, including LeBron James and Kevin Durant
    • The first spot will debut on opening night
    • Another Nike ad featuring LeBron James launched on Oct. 16
    • Nike’s pop-up shop, “The Fifteen,” in Cleveland is offering LeBron 15 sneakers for the first time

PepsiCo (Frito Lay)

  • From Oct. 1 – Dec. 15, Ruffles is running a 4-Pointer program in conjunction with NBA 2K18
    • By using a special code on a co-branded bag of Ruffles chips, fans can access a custom 2K game mode where they can score with a 4-point line and earn four times the virtual currency
    • Fans can also enter to win various prizes such as game tickets, NBA Store gift cards, and electronic merchandise. The promotion will be supported with a digital commercial and social media posts


  • Announced a new multiyear partnership on Oct. 10, making Rakuten the NBA’s exclusive distribution partner in Japan for all live NBA games

State Farm

  • The State Farm Assist Tracker on NBA.com will again track assists around the NBA. Every assist on the court will trigger an assist off the court through a corresponding donation from State Farm and NBA, driving local assists in communities around the country


  • Tissot will be creating three buzzer beater content videos around NBA players Eric Bledsoe, Randy Foye and Tyler Ulis
    • Each video will feature a short clip of the Buzzer Beater and an interview with the player centered around a discussion on his style and how he felt about the Buzzer Beater he made
    • Tissot will also be launching their new six team watches, Chrono XL at the start of the season in the U.S.

Under Armour

  • Under Armour will be launching its new NBA Draft Combine product line around Kia NBA Tip-Off
  • Jr. NBA Week Presented by Under Armour from Oct. 9-16 featured youth clinics and events hosted by all 30 NBA teams