NBA players can do brand deals on purely social media in the form of a post. The player promotes the brand's products or services on their social media channels, such as Instagram, Twitter, or TikTok, creating content that aligns with the brand's message and target audience. These brand deals help the brand reach a broader and more engaged fanbase through the player.

Another sponsorship method is developing user-generated content. In these partnerships, the brand showcases the NBA player’s content related to their products or services - without having the player post it on their own social feed. The content may include videos and photos. These collaborations enable brands to tap into the NBA player's authenticity and credibility, fostering a positive association with their products and strengthening their marketing efforts.

Event appearances with NBA players involve partnering with brands and having players attend various events on behalf of the brand - in 2023 this can be in-person or virtual attendance. These events can range from product launches and promotional campaigns to charity functions and public appearances. The athletes act as ambassadors for the brand, lending their star power and popularity to generate interest and excitement around the event. Their presence helps create a positive association between the brand and the player's image, enhancing the brand's reputation and visibility. Additionally, such collaborations allow brands to tap into the vast fanbase and reach of NBA athletes, effectively connecting with their target audience.

Long-term partnerships between brands and athletes involve extended contractual agreements where the athlete becomes an ambassador or spokesperson for the brand over a prolonged period. These collaborations typically span several years and encompass multiple marketing campaigns. For instance, NBA superstar LeBron James extended his equity with the Fenway Group through a lifetime deal, solidifying his role as a brand ambassador and strengthening the brand's association with his image and unparalleled success in basketball.

LeBron James extends Fenway Group equity with lifetime deal.

Game day activations are brief yet impactful moments that NBA players have agreed to with a brand. There are numerous opportunities for brands to make their mark with a player during the pre-game and post-game moments. One classic example is the quote after a significant championship win - “I’m going to Disneyland”. This is a premeditated brand deal. A more recent trend sees brands having players wear specific apparel items during their walk into the arena. The only limit here is your creativity (and some of the restrictions put in place by the NBA and NCAA).

As Athletes increase their influence and reach, many have begun dabbling in the world of startups. Companies can approach players to join their company and make payment in cash or equity. Many players such as Baron Davis are becoming well-seasoned entrepreneurs and leveraging their reach to help the startup succeed.