Microsoft among deals that helped NBA set record $1.46 billion in sponsorship revenue
Stephen Curry #30 of the Golden State Warriors drives to the basket against the Los Angeles Lakers during the 2021 NBA Play-In Tournament on May 19, 2021 at STAPLES Center in Los Angeles, California. Adam Pantozzi | National Basketball Association | Getty Images The National Basketball Association made a record $1.46 billion in sponsorship revenue in its 2020-21 regular season, according to estimates by IEG, a sports partnerships consultancy firm. IEG said the figure is up 6% year over year, and up from the $1.2 billion the NBA made from partnerships after its 2018-19 season. IEG tracks sponsorship spending throughout pro leagues, including the National Football League. Its parent company is investment firm Bruin Sports Capital, founded by George Pyne, a well-respected sports executive and former NASCAR chief operating officer. The NBA saw 13 new deals during its 72-game campaign, including from Microsoft. The tech sector helped the league bring in roughly $115 million per...