NBA sponsorships move beyond logo visibility as teams deepen commercial partnerships

NBA jersey partnerships are increasingly evolving beyond traditional brand exposure, with the Phoenix Suns, Brooklyn Nets and Philadelphia 76ers unveiling multi-year agreements that connect their uniform assets with payments, technology, fan engagement and community initiatives.

The Phoenix Suns have partnered with Arizona-based Early Warning Services, making its payments brand Paze the team’s official jersey patch Partner from the 2026–27 NBA season. Paze has replaced PayPal on the Suns’ uniforms and has become the team’s official online checkout partner and official digital wallet. The agreement further extends into the Suns’ season-ticket membership programme.

Phoenix Suns and Phoenix Mercury CEO Josh Bartelstein said, “We had a lot of interest in our patch; it was a very competitive process. Early Warning stood out because of its long history of innovation in payments, from Zelle to Paze, its deep roots in Arizona and the opportunity to build an innovative partnership that goes well beyond the jersey. Paze will have a meaningful presence across our business and with our fans and members, from ticketing and online checkout to opportunities to enhance the fan experience at our arena. It’s an honour to have a hometown partner on our jerseys.”

The Brooklyn Nets have taken a technology-led approach, naming Alibaba Group their official technology and cloud partner in a multi-year agreement that also includes jersey-patch rights. Alibaba’s technology will be incorporated into the Barclays Center experience through initiatives including a real-time 360-degree replay system. The partnership will also introduce a Nets Figure Lab, enabling fans to create personalised collectible cards.

Sam Zussman, Chief Executive Officer, Brooklyn Sports & Entertainment, said, “The Brooklyn Nets are committed to investing in technology to enhance the fan experience and elevate how basketball is experienced at Barclays Centre. As we celebrate 60 seasons of Nets basketball, we are intentional about how we innovate across our marketing and in-arena experiences, and this partnership with Alibaba will help us develop new ways to connect fans with our history and identity.”

Meanwhile, the Philadelphia 76ers have partnered with Bloom Energy, which becomes the team’s official jersey patch partner. The agreement includes a seven-figure community investment supporting initiatives such as the Jr. 76ers Summer Hoops Tour, court refurbishments and employee-led community programmes. Bloom will also become the marquee jersey sponsor of the Delaware Blue Coats, the 76ers’ NBA G League affiliate.

Tad Brown, CEO of HBSE and the Philadelphia 76ers, said, “At the core, our brands are about making communities stronger. Ahead of a highly anticipated season, we are proud to welcome Bloom Energy, a powerhouse in the region. We look forward to building a partnership grounded in shared values, community resilience and a commitment to making a meaningful impact in the Greater Philadelphia area.”

Together, the three agreements illustrate how NBA teams are broadening the proposition around one of their most visible commercial assets. Rather than treating the jersey patch solely as a branding platform, teams are increasingly linking it to a sponsor’s core business, technology capabilities or regional priorities.

For rights holders, this approach creates opportunities to build deeper commercial relationships around premium inventory. For sponsors, it provides a route to integrate products, services and corporate objectives into the fan experience and wider team ecosystem.