North American men's basketball's top-tier NBA has brought in Booking.com, the travel fare aggregator website, as a new commercial partner.
A multi-year deal has now been unveiled which also covers the women's WNBA, and which gets underway later this week.
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Through the agreement, Booking.com becomes the official online travel partner of the leagues, with the WNBA tie-up its first-ever sponsorship with a major women's sports league in the US.
The unveiling comes with the 2025 WNBA season getting underway on May 16, with a similar campaign to follow when the 2025-26 NBA season begins in October.
Booking.com branding will feature on the social media and digital platforms of both leagues, while there will also be on-court branding at both regular season and playoff games.
In addition, there will be collaboration between the parties around integrated marketing campaigns.
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By GlobalDataIn terms of other Booking.com sports sponsorships, the brand was also a major sponsor of men's national team soccer's UEFA European Championships in mid-2024, and is also fulfilling a similar role for this year's European Women's Championships in Switzerland.
It was also a partner of the FIFA Women's World Cup soccer tournament in 2023, held across Australia and New Zealand.
Recent WNBA commercial activity, meanwhile, includes a partnership with financial services company Ally Financial in mid-April, and also striking a deal with designer clothing and apparel brand Coach.
