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Parker SwartzJoin us as we look back at the first half of the 2023-24 NBA season and unravel the data and trends that captivated fans from around the globe. From the groundbreaking introduction of the In-Season Tournament to electrifying TikTok trends, let’s dive into the dynamic landscape of NBA culture and sports sponsorships!
NBA’s Inaugural In-Season Tournament
Despite initial skepticism and confusion among casual fans, the inaugural NBA In-Season Tournament exceeded all expectations, emerging as a resounding success. The championship clash between the Pacers and Lakers drew significant viewership, averaging a 2.5 rating and 4.58 million viewers across ABC and ESPN2, marking a milestone for the NBA with its largest audience outside of Christmas and the postseason since February 2018 (Sports Media Watch).
The excitement extended beyond traditional viewership metrics, as the tournament garnered impressive engagement on social media. Over the span of six days of bracket-play (Dec. 4-9), the NBA racked up a staggering 210 million video views, 52 million engagements, and expanded its social fan base by a remarkable 515,900 followers.
The tournament drove 84% of the total engagements earned during the NBA Finals’ last six days. The In-Season Tournament featured more games within the same timeframe, but these metrics still showcase the tournament’s valuable impact on fan interaction!
Top Trends from NBA Teams
The NBA is one of the most trendy and influential sports leagues in the world. While there are a lot of trends to choose from, we’ve highlighted three that have stood out to us and our customers as impactful trends that will not be going away anytime soon!
TikTok Content
TikTok is exploding across the NBA! NBA teams have posted 2,791 TikToks during the first half of the regular season, a 65.8% increase from last year’s halfway point. Topping that list is the Brooklyn Nets, who have quickly become the league’s chief meme supplier on TikTok. The team is racking up video views with trendy, funny, and youth-focused content. Examples include Fortnite and Overwatch video game memes, “crazy parking” videos, and tons of pop-culture references. Check out some of the top TikTok posts so far this season in this Blinkfire playlist of posts.
PLAYLIST OF POSTSOur friends at the Los Angeles Clippers and the Orlando Magic also made the top five NBA teams by total TikTok video views. While the Clippers rank second in total views, they ranked first in average views per post!
Player Arrival Posts
“Player Arrival” posts are all the rage in the NBA scene! Teams capitalize on these highly sought-after social media moments, showcasing players strutting into the arena in their pre-game attire. With Blinkfire’s AI and computer vision technology, content categorization becomes a breeze, allowing social and content teams to effortlessly track, review, and analyze scenes like player arrivals, score graphics, and game previews.
Fans can’t get enough of the exclusive peeks into their favorite players’ lives and fashion choices. Leading teams leverage this trend by strategically placing presenting partner logos around the arena tunnel for maximum exposure. From LED signs to ‘red carpet style’ rugs and artistic wall murals, teams are getting creative with sponsored backdrops to enhance the fan experience. Gone are the days of solely relying on digital overlays; today’s teams are pushing the boundaries of creativity and innovation in sponsor integration.
For professional sports teams looking to stay ahead of the curve, embracing and monetizing ‘player arrival’ posts is a must! Draw inspiration from NBA teams that have successfully capitalized on this trend, and join the ranks of those redefining fan engagement in the digital age.
Top 5 NBA Teams by Engagement
The Golden State Warriors and Los Angeles Lakers continue to set the pace when it comes to total engagement across NBA teams. Not only are these two historic franchises in large markets, but they also have had success over the past couple years. This surge isn’t just about on-court success though; it’s fueled by the widespread appeal of basketball icons like Steph Curry and Lebron James, whose massive global following amplifies their teams’ presence on digital platforms.
Top 5 Branded Court Assets from the NBA
Brands from all over the world try to make an impact on NBA fans. That might come in the form of sponsoring a team’s jersey patch, social media content, on-court assets, and more. With Blinkfire’s benchmarking data, teams and brands can track sport-specific assets to see how their assets stack up against others. Check out the top five court assets by brand for the first half of the NBA 2023-24 season from the league’s social media channels.
Team Jersey Patch Exposure
Since their introduction in the 2017-18 season, NBA jersey patches have evolved into valuable branding spaces, offering brands a unique opportunity to boost their visibility and generate revenue. These small yet attention-grabbing patches have become prime real estate, attracting a diverse array of brands eager to connect with basketball enthusiasts. See examples and industry breakdowns in our 2023-24 NBA Jersey Patch blog!
One new sponsor signed a jersey patch during the middle of the season this year. Spokenote, a tech startup that allows users to pair videos with a unique Spokenote code, is sponsoring the Indiana Pacers’ jersey patch. This partnership marks the first time a US-based pro sports team has had a QR code featured on a jersey. Not only will this patch bring lots of exposure to the brand, but it also allows our friends at the Pacers to bring more exclusive content to fans through an easily accessible link.
Track and Value All Your Basketball Sponsorship Assets with Blinkfire
Blinkfire’s suite of products helps leagues, teams, athletes, and brands track and value sponsorships across social, digital, advanced TV, and broadcast. Contact our team and learn more about how Blinkfire can help track your sport-specific assets, campaigns, overall analytics, and more!
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