NBA, NHL and Beisel + Tequila Zarpado
Welcome back! Hope you are having a good start to the week. If not, that’s also okay. Sometimes you just need one good day, to make a great week, so keep your head up!
May is an exciting month with the playoffs for the NBA and NHL in full swing. If you get the opportunity to attend some of these games, you know what a great in-game experience they can be. There is a TON of marketing and sponsorship activation strategy that go into these games. Our friends at SponsorUnited provide some fascinating data points that show the growth of both leagues through sponsorship sales efforts.
Here were a few that stood out to me:
2024 was a record year for team sponsorship revenue:
NBA team sponsorship revenue reached $1.5 billion in 2024. This represents a 7% increase from last year and a remarkable 77% increase compared to the $850 million during the pandemic.
The NHL also saw substantial growth, with team sponsorship revenue surpassing $1.4 billion, marking a 10% increase from last season and a 126% surge from the $623 million during the pandemic.
Shifting Brand Landscape:
In the NBA, while Finance leads in investment, the Alcohol category holds the highest number of sponsorship deals, with spirits (44% market share) now surpassing beer (36%), reflecting evolving consumer preferences. Technology and Media have also climbed significantly in activity.
In the NHL, Alcohol also leads in the number of deals (+10% YoY growth), while Construction & Industrial (+18%) and Food Products (+20%) showed the fastest growth in deal numbers.
Team Partnership Activity:
In the NBA, the Washington Wizards led the league in sponsorship deals with 122, and teams like the Toronto Raptors have shown extraordinary growth (+51 deals) since 2019.
In the NHL, the Vegas Golden Knights were the most active with 177 deals, and teams like the Carolina Hurricanes (+30+ deals) and Edmonton Oilers (+25-29 deals) demonstrated significant deal growth since 2021. It's notable that 31% of NHL home jersey patches are still available, presenting a clear opportunity for brands.
Why do these stats matter? Our team at CG Sports leverages industry trends, sponsorship category data and market intel to build out the strategies for our own athlete and team clients. Our data driven approach has allowed to to continually punch above our weight class and often move much faster towards sponsorship opportunities. Thought you might like that!
As always, send me any thoughts, feedback or what you would like to see in a future issue.
Have a great week,
– Cejih
Other news this week:
The Cal State University Long Beach Men’s Volleyball Team won the NCAA title on Monday! Cejih and Beth cheered them on from Legends Sports Bar in Long Beach (the oldest sports bar in America, btw). See more in our photo of the week!
P.S. Nervous about missing upcoming news from CG Sports? Follow us on Instagram (@cgsportsco), Facebook (CG Sports Management), and, of course, our weekly newsletter.
What’s Hot
Massialas Continues Winning Ways
For the first time in a decade, a Stanford Cardinal fencer is the NCAA champion. Her coach, four-time Olympian Alexander Massialas, was the last person to win that title at the university.
Haylie McCleney on SEC Network
It's fantastic news that Haylie McCleney is bringing her expertise to the airwaves! As a professional softball commentator on the SEC Network, she shares valuable insights and makes exciting predictions about college softball. Her presence adds so much to the broadcast for fans!
Matt Mauser Performs with Reno Jazz Orchestra
Author, singer and lifelong swimmer, Matt Mauser, brought the house down in Reno, NV last weekend. Matt performed alongside the Reno Jazz Orchestra to a packed crowd!
Matt’s book, Bittersweet Treasures, is selling well and available on Amazon now!
Cejih Explains
The 3-post IG Strategy
Okay team, let's talk social media strategy. Your online presence is a critical part of your personal brand, and trust me, sponsors are watching. A little planning goes a long way, and I'm a big believer in mapping out your next three posts in advance.
Why three posts? Sponsors aren't just looking for a single shout-out; they want to see that you can thoughtfully integrate their brand into your regular content flow.
Here’s a simple framework you can use to plan your next three posts.
Did you miss one of our installments about social media posts to make? Catch up on all “Explains” posts online!
Photo of the Week
Beth and Cejih (of CG Sports), cheering on the Cal State Long Beach Men’s Volleyball Team at America’s oldest sports bar in LA!
Sponsor Spotlight: Tequila Zarpado
Raise a glass to excellence and achievement! CG Sports is incredibly excited to share the winning partnership between Olympic legend, Elizabeth Beisel, and Tequila Zapardo. This collaboration brings together the dedication and precision of an Olympic athlete with the superior craft and smooth taste of Tequila Zarpado. We're thrilled about this dynamic duo!
Podcasts to Check Out
The Feel-Good-Comeback-Story of NCAA All-American Owen Lloyd, EP 277
NC State swimmer Owen Lloyd was disqualified after winning the ACC mile due to a lane violation during celebration, a moment that went viral and sparked outrage. Undeterred, he returned for a fifth year, refined his mental and physical approach, and a year later, reclaimed his ACC title with a personal best. His journey from heartbreak to triumph exemplifies sports comebacks, demonstrating that setbacks can fuel future success.
Craving more from the Champion's Mojo team? Grab your copy of Kelly Palace's Take Your Mark, LEAD! on Amazon!
