US telecoms company AT&T has extended its marketing partnership with the National Basketball Association (NBA) and the Women’s National Basketball Association (WNBA).
The renewed multi-year agreement sees AT&T maintain its long-standing role as the official connectivity partner of the leagues.
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Through the extended tie-up, the parties are launching the fourth-generation High-Speed Arena Network (HSAN), the leagues’ connectivity platform that transports live game content, highlights, replays, in-arena programming, and stats to fans and business partners.
The network is supported by AT&T’s fiber and infrastructure. HSAN has been designed to transport more than 118 concurrent, high-quality, low-latency streams per game.
The telecoms giant will wire all 30 NBA arenas by July 2027.
Kerry Tatlock, NBA executive vice president of global marketing partnerships and media, said: “For nearly a decade, AT&T has helped us connect with fans in new and innovative ways, and we’re excited to expand our partnership to leverage their next-generation network for HSAN to deepen that connection.
“Together, we look forward to building experiences that bring fans closer to the NBA in ways that are personalized and customized for each fan.”
The renewal builds on a relationship that began in 2018. The extension also continues AT&T’s partnership with the NBA G League, USA Basketball, and NBA Take-Two Media.
As part of the extended marketing partnership, AT&T and the NBA will create new fan touchpoints across content and retail activations that debuted with the start of the 2026-27 season yesterday.
Fans will have additional opportunities to engage with NBA stars and AT&T athletes, including Shai Gilgeous-Alexander, through unique experiences, special access moments, and original content over the course of the NBA season.
As well as its partnership with the NBA and WNBA, AT&T has team deals with the Chicago Bulls, Dallas Mavericks, Miami Heat, and LA Clippers.
As a WNBA partner, AT&T will maintain its prominent presence across the league, including through its branding on all WNBA team jerseys and continued entitlement partnership of the WNBA All-Star Game.
The brand will also continue its partnerships with WNBA stars A’ja Wilson and Sabrina Ionescu.
Other highlights of the tie-up include AT&T's continued title sponsorship of the Slam Dunk Contest at NBA All-Star weekend, which began in 2019. The company will also continue to have on-court apron branding during nationally televised NBA regular-season games.
Kellyn Smith Kenny, AT&T chief marketing & growth officer, added: “Today's fans follow the game across live broadcasts, replays, highlights, social media and NBA digital platforms.
“Together with the NBA, AT&T is helping build the connectivity foundation that moves game content quickly and reliably across the league, so fans can stay closer to the moments that matter wherever they are watching.”
