The Brooklyn Nets, Philadelphia 76ers, and Phoenix Suns have secured new jersey patch sponsors ahead of the new NBA basketball season.
The franchises have announced deals with Alibaba, Bloom Energy, and Early Warning Services, respectively.
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Bloom Energy has agreed to a multi-year partnership with the 76ers, facilitated by sports and business consulting agency Elevate.
The energy company replaces cryptocurrency brand Crypto.com, which has sponsored the team’s jersey since the 2021-22 season.
The deal represents the franchise's first major commercial agreement since signing superstar LeBron James in the offseason.
The 76ers will debut the new jersey patch in their first pre-season game against the New York Knicks on October 5.
Through this partnership, Bloom Energy and the 76ers will also work together on a “seven-figure” community investment.
As part of this, the firm will serve as a partner on several of the Philadelphia 76ers’ community initiatives. Bloom Energy will also be the marquee jersey sponsor for the NBA G League’s Delaware Blue Coats.
Meanwhile, the Nets have tapped into their owner Joe Tsai for their new jersey sponsor, bringing in his major Chinese e-commerce firm Alibaba.
The company takes over from All In Won, a New York-based premier medical billing company, which held rights in the 2025-26 season.
Alibaba will also serve as an official technology and cloud partner of the Nets. The multi-year partnership pairs Alibaba’s cloud technology with the team’s live game replay, in-game entertainment, and marketing initiatives.
The Chinese company, founded by Tsai, will support the team’s 60th anniversary season through technology-enabled fan experiences and marketing activations.
Beginning with the upcoming season, Alibaba’s technology will power a real-time 360-degree replay system at Barclays Center. Through the in-arena “Nets Figure Lab,” fans will also be able to create personalized collectible cards using Alibaba’s technology.
Across the season, Alibaba and the Nets will use the partnership to test and scale technology and marketing applications on and beyond game day.
The Suns’ deal with Early Warning Services sees the Arizona-based financial technology company replace PayPal as the team’s official jersey patch partner.
As part of the agreement, the company’s Paze platform will feature on the Suns' jerseys.
The partnership extends beyond the jersey, with Paze to serve as the Suns’ official online checkout partner and official digital wallet and become the entitlement partner of the team’s season ticket membership program.
The Suns will be the second team to feature the Paze logo on their jerseys after Early Warning Services also partnered with the Atlanta Hawks for the new season.
The new NBA season tips off on October 20 with the Sixers facing the reigning champion New York Knicks on opening night.
The Nets and Suns will each begin their campaign on the following night against the Charlotte Hornets and Portland Trail Blazers, respectively.
