NBA Digital Marketing: Teams and Players to Study in 2026

The NBA's 2025-26 season was a record digital year: the league's social channels generated 228 billion views in its first season on a new 11-year media deal with ESPN/ABC, NBC/Peacock and Amazon, and the New York Knicks won the 2026 title. The clearest player marketing story was Stephen Curry, whose year of sneaker free agency ended in a 10-year Li-Ning deal in June 2026.

Rewritten October 12, 2026. The earlier version ranked teams and players by AI-engine citations that could not be verified; this version uses 2025-26 results, league figures and news reports linked below. Part of EPR's Sports PR coverage.

What changed in NBA digital marketing in 2025-26?

The biggest change was distribution. The league announced 11-year agreements with Disney, NBCUniversal and Amazon covering 2025-26 through 2035-36, and the NBA App became the access point that directs fans to national games. Year one delivered: Yahoo Sports reported that 170 million people in the U.S. watched NBA games on its four primary platforms, and that the league's social channels generated a record 228 billion views, up 13%, according to Videocites.

For brands the lesson is that reach now sits across several platforms at once. A team or player's content has to work on broadcast, streaming and social, and the NBA App ties them together.

Which five NBA teams are worth studying?

These five teams produced the biggest moments of the 2025-26 season. The table lists the moment, from the 2025-26 season summary and news reports.

What was Stephen Curry's sneaker free agency campaign?

Curry turned a contract decision into a months-long public story. ESPN reported that he and Under Armour ended their partnership on November 13, 2025, with Curry Brand moving forward independently and Curry free to wear other brands.

During the 2025-26 season he wore a wide range of brands, which kept fans guessing, and the San Francisco Chronicle reported he raised about $1.7 million for his charitable foundation by auctioning more than 70 pairs. On June 1, 2026 he announced a 10-year Li-Ning deal in an Instagram and X video calling it "the partnership of a lifetime." Sports Illustrated reported, citing ESPN, that the deal is worth over $400 million and spans basketball, athleisure, golf and the ability to sign athletes under Curry Brand.

The marketing lesson is that a free-agency year, handled openly, can generate more attention than a single signing announcement, and can raise money for a cause along the way. EPR's Curry digital marketing and PR breakdown covers his wider operation.

Which five NBA players are worth studying?

For LeBron James, see EPR's LeBron James PR strategy, for the Warriors' fan strategy behind Curry's market see Manchester United and Warriors app strategy, and for the brand behind most signature deals see Nike PR.

What can brands learn from the NBA's digital year?

For related coverage, see Maccabi Tel Aviv basketball sponsorship, Pat McAfee and creator-led sports media and David Robinson's 2020 statement on race.