The $300M Patch: Inside the NBA’s Jersey Sponsorships

The NBA jersey patch program has officially graduated from a "pilot project", when it was first introduced in 2017, to a $300 million-a-year powerhouse. As we enter the third generation of these deals, the focus has shifted from merely selling ad space to strategic, visual integration.

2025-26 NBA Jersey Sponsor Overview

Currently, 29 of 30 teams feature a jersey sponsor patch. The Portland Trail Blazers remain the only team with a clean jersey, but it seems to be a calculated move. By waiting, Portland is eyeing the massive Chinese market, potentially leveraging the hype around 7'1" center Yang Hansen. In today’s market, holding out for a global partner is more valuable than settling for a local one.

Driving the Value

What’s pushing revenues toward the $300M league-wide mark?

credits: sportbusiness on IG

International Deals: Brands like Rakuten and Bibigo use the jersey as a global billboard, not just a local ad.

Strategic Renewal: Deals are no longer short-term; they are deep partnerships involving community and digital storytelling.

The Opinion of the Fans:

While some brands (like the Lakers' Bibigo) color-match their logos, others are seen as "visual pollutants." A prime example is the Cleveland-Cliffs patch. Fans have been vocal about the blue and green steel company logo clashing with Cleveland’s iconic wine and gold, especially compared to the previous Goodyear "Wingfoot," which was widely praised for its subtle, integrated look.