NBA Signs Game-Changing Deal With Google

Published 10/18/2021, 11:04 AM EDT


The NBA is one of the most-watched sports leagues in the world. And because of its popularity around the world, it generates a lot of revenue every season. According to IEG, a sports partnerships consultancy firm, NBA made a record $1.46 billion in revenue from sponsorships last season.

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NBA’s sponsorship revenue form a major chunk of its overall revenue every season. In fact, last season’s sponsorship revenue was 6% more than the previous season’s revenue. The tech sector brought in around $115 million last season.

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However, now the league has reached a multi-year deal with another tech giant, Google. Interestingly, Google was already the presenting partner of the WNBA playoffs and now they’ve bagged a deal with the NBA as well.

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NBA partners with Google

Google and NBA have reached a multi-year agreement that will see Google Pixel become the first-ever presenting partner of the playoffs. Additionally, Google will also be the presenting partner of the G League playoffs and the 2K League All-Star Game.

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The multi-year deal between the NBA and Google will also see Google become the official fan insights partner and search engine of the league. Earlier this year, the WNBA announced that Google will become its official marketing and technology partner.

“When Google became a WNBA Changemaker earlier this year, we worked with the WNBA and ESPN to increase the visibility of women’s sports. We’re equally proud to partner with the NBA, as its commitment to its fans and dedication to social responsibility are values that we share and deeply believe in,” Lorraine Twohill, CMO of Google, wrote in the latest Google blog post.

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Under this deal, Google will work with the league in using Google Trends during the coming season. This will lead to Google sharing the real-time search data of the NBA, the G League, and the 2K League. YouTube, which is owned by Google, is already a partner of the league since 2018. YouTube’s streaming service has been the NBA Finals’ presenting sponsor since 2018.

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Abhishek Singh

245 articles

Abhishek is an NBA writer at EssentiallySports with over two years of journalistic experience with Chase Your Sport and Dribl. A Football Management graduate, he has previously interned in the Indian Super League, I-League and the AFC Champions League. In addition to being a Michael Jordan fan, Abhishek is an ardent Steph Curry and Warriors guy, and believes they have a few more championships in store before the former retires.

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