NBA Brand Exposure Tops $2.3B in Value During 2024-2025 Season, According to Relo Metrics Report
Relo Metrics’ latest report reveals the NBA generated over $2.3 billion in brand exposure value during the 2024–2025 regular season, with social media accounting for a record-breaking share of sponsorship impact
Relo Metrics has released its latest findings from the 2024–2025 NBA regular season, providing a retrospective on a big year for brand exposure and sponsorship value. The report, powered by Relo Census, analyzes all live NBA broadcasts and more than 421,000 high-value social media posts, offering an unparalleled view into the league’s commercial impact.
Brands earned a collective $2.3 billion in Sponsor Media Value (SMV) throughout the season. This total reflects the NBA’s growing global resonance on social media.
“The NBA continues to set the bar for sponsorship performance—on and off the court,” said Jay Prasad, CEO of Relo Metrics. “With over $2.3B in brand value and a social ecosystem that outpaces every other U.S. league, the data tells a clear story: investment in the NBA delivers.”
Social platforms generated $788 million in brand value, accounting for 34% of the season’s total SMV. TikTok proved to be the breakout platform, with a 91% increase in content volume fueling a 153% year-over-year spike in value. On average, NBA-related content drove $4.5 million per day in social media value, outpacing all other major U.S. sports leagues.
Instagram and TikTok emerged as the most impactful platforms, leveraging the NBA’s high engagement and global reach. A single Instagram post from @lakers generated 3.5 million engagements, while behind-the-scenes TikTok content from teams like the Mavericks and Nets consistently captured millions of views.
On-court performance wasn’t the only factor driving value. Teams like the Brooklyn Nets (26-56) and San Antonio Spurs (34-48) landed in the top ten for social media value due to strategic content creation. More than 1,500 brands saw exposure value this season and 195 brands earned over $1 million in SMV.
Broadcast remains the primary driver of brand exposure, particularly through high-visibility assets like courtside signage. Calendar moments, like Opening Night, Martin Luther King Jr. Day and the Regular Season Finale, delivered strong returns. The 2024 NBA Christmas Day slate was especially impactful, generating nearly $58 million in brand value and attracting 23 million viewers across five nationally televised games. Viewership on ABC grew by 42% year-over-year, due in part to a wider simulcast strategy.
The report also spotlighted the evolving value of jersey patch sponsorships, which led to a 2.4x increase in local online search activity compared to the national average. Meanwhile, the NBA’s 2024 In-Season Tournament drove $139 million in brand value, a 22% increase over its inaugural edition.
All data in the report was powered by Relo Census, Relo Metrics’ proprietary platform for real-time tracking of every brand, team and asset across seven major leagues. The full report is available at relometrics.com/relo-census.