The National Basketball Association (NBA) has extended its long-standing partnership with Google, reinforcing one of the most comprehensive technology collaborations in global sport.
First established during the 2021–22 season, the relationship has evolved far beyond traditional sponsorship, spanning hardware integration, data infrastructure, media distribution and fan engagement. Under the renewed agreement, Google’s Pixel devices will continue as the “official fan phone” of the NBA, as well as its development properties, while retaining presenting rights for the NBA Playoffs across major broadcast networks, including ESPN and TNT.
At the core of the partnership is Google’s role as the league’s official search engine and search trends partner. This enables real-time integration of search data into live broadcasts and digital platforms, allowing fans to track trending players, teams and storylines as games unfold. The initiative reflects a wider shift toward second-screen experiences, where data and content converge to deepen audience engagement.
A significant pillar of the collaboration is driven by Google Cloud, which underpins the NBA’s growing use of artificial intelligence and advanced analytics. From performance insights and scheduling optimisation to emerging applications in player tracking and injury prevention, the league is increasingly embedding technology into its competitive and operational ecosystem.
Commercially, the partnership extends across broadcast, connected TV, digital and social platforms, with more than 50 live, in-game integrations planned across partners including NBC, Disney and Amazon Prime Video. These activations are designed to prompt real-time fan interaction using Google’s AI-powered search capabilities.
The renewed deal is further supported by a global marketing campaign featuring leading NBA stars, including Luka Dončić, Stephen Curry and Shai Gilgeous-Alexander, highlighting the role of AI in analysing and showcasing elite performance.
Google now joins a roster of established NBA partners, including Kia, Xfinity, CeraVe, Amazon Web Services, Booking.com and Greenfly, reflecting the league’s growing appeal to data-driven and technology-led brands.
As the NBA accelerates its transition into a data-first entertainment product, its expanded alignment with Google signals a broader industry shift, where technology partners are no longer peripheral sponsors but central to how sport is experienced, distributed and monetised.
