The reach of pro-basketball is growing. Emory Smith at 160over90 explains how brands can show up for the coming season.
Pro hoops has never been more of a brand playground than at this current moment. From global expansion to full-on cultural integration, basketball is a sport worthy of your brand’s attention. And with ‘the W’ in full swing and Summer League just over, right now is the perfect opportunity to prove your brand knows ball.
After surveying the entire pro hoops landscape (and beyond), our skilled team of experts at 160over90 identified five critical macro-level trends that signal what your brand should do next. We call them ’the starting five.’
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Cultural force
Don’t call it a comeback. Call it the future. The WNBA is done being the underdog. It feels like the league is in its ’80s era with beefs a plenty, but also genuine star power that rivals A-list Hollywood talent. You can’t look away… literally. With record-breaking viewership, merch sales, and undeniable cultural relevance, it’s foolish to see this as anything but proof of the W’s brand viability.
With names like Cameron Brink, Caitlin Clark, Angel Reese, Paige Bueckers, Sabrina Ionescu, and Kelsey Plum, don’t treat the W and its talent like a cause or some CSR checkbox. Approach it as the legitimate cultural force it has become and leverage its growing passionate fans and social engagement to your advantage.
If your brand locks in right now, you can establish genuine long-term loyalty with a rising, highly engaged fanbase.
AI… again
Those two letters used to only refer to the legendary and uber-influential Allen Iverson. Now, ‘AI’ means something very different.
Across the W and the NBA, we’re seeing artificial intelligence being integrated to ultimately enhance the fan experience, as well as innovate the game directly. We’re seeing everything from personalized highlight reels, VR courtside seats, and loyalty programs driven by fan data. Notably, we’re observing NBA ID fan accounts transform passive viewers into active superfans, generating unique brand engagement opportunities in real time.
Our advice? Embrace AI’s role or ride the bench. Think dynamic ads that adjust to in-game events, branded content tailored for those focused on their gambling tickets or fantasy matchups, or even chatbots that help fans discover their next favorite player. Sync with real-time moments. Turn stats into stories. Personalize your presence. ‘The Answer’ is still AI – only a different one.
Global takeover
The days of one-off, novel global games are behind us. The NBA’s global takeover is here, and the league is laying down roots overseas… permanently.
With FIBA exploring a EuroLeague-like structure in cities like Paris and London, the USA’s dream gold medal run becoming immortalized via Netflix doc, and the last six MVPs being born outside the US, the NBA’s global aspirations have been fully realized.
Only 28% of the NBA’s Instagram followers are US-based. The sport’s heart might be American, but its soul is global. For your brand, go beyond presence. Seek relevance. Invest in global youth development programs, streetball tournaments, build courts, and most importantly, speak with the local fans overseas, not at them.
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Tap talent
Basketball is undeniably one of the most influential sports in the world. We’ve seen the tunnel become a runway for millions of fans to draw inspiration and brands to own. Players are also performing off the court, dropping chart-topping hits in their free time while hitting big shots on the regular. All signs point to W and NBA talent transforming beyond elite athletes to legitimate cultural powerhouses.
Brands that leverage hoopers as cultural catalysts and embed within players’ off-court narratives – fashion, music, art – will gain relevance far beyond the arc of an NBA/W season.
Media mix
The W and NBA’s new media deals signify more than major paydays, but media rebrands that balance linear TV with digital and social platforms. Prime Video, Peacock, Disney+, NBC, ESPN/Disney, and NBA League Pass each offer unique audience segmentation. This also results in an 83% increase in potential household reach (from 119.2m to 217.7m).
The NBA’s media strategy is about access, presence, and personalization. Brands need to show up not just during tip-off, but across the full fan experience. That means integrating into shoppable streams, customizing content per platform, and leveraging first-party data to speak to fans where they are and how they watch. The game isn’t just on TV anymore. It’s on your phone, in your feed, and on your terms.
Pro basketball is the ultimate brand playground. Don’t look at these as isolated tactics; they’re a full-court press for any brand that wants in on tomorrow’s fandom. Prove your brand knows ball with this starting five, and maybe you’ll be the future of this game.