The Influence of Sports: All Eyes on the NBA

As reported by Sports Business, beyond traditionally elitist sports such as F1 and tennis, luxury brands are recognising the mass appeal of style-savvy stars in the National Basketball Association (NBA) and National Football League (NFL) .

NBA players, in particular, are rewriting off-court style with their legendary 'Tunnel Fits,' showcasing directional styling from the likes of Rick Owens and Thom Browne. Their impact has caught the eye of major fashion brands: in Men's SS24, athlete rankings surged from #14 in AW23 to #5 in SS24’s show attendees, with Lefty monitoring a remarkable 120 athletes throughout the season – 37% of whom were NBA stars. LeBron James alone generated over $1 million EMV with his appearance at 路易·威登 , according to Lefty data. Womenswear also took note: Liz Cambage scored a #2 spot in the rankings, sitting just behind David Beckham, showcasing the rising impact of female players in fashion.

With much of a game’s value now hinging on viewership and brand visibility, many sports entities and sponsors are investing more heavily in influencer marketing during games in order to drive visibility and meet consumers where they’re spending time – live streaming sports via their mobile devices.

Although celebrity appearances are not a new concept, the impact of social media has reshaped the culture of celebrity and its impact on sports, meaning that who’s at the game is just as important as who’s in the game.

This shift resonates more deeply with younger generations. According to Lefty data, Millennials and Gen Z demographics are the most engaged in sports content, which showcases not only how these generations are viewing sport across media platforms, but how they’re engaging with the ecosystem of entertainment within the sport industry.

As a result, sports entities are creating more strategic social media strategies and influencer partnerships, working with popular K-Pop icons to fashion influencers, ultimately broadening the appeal and audience of sports overall.

The NBA has historically welcomed celebrities courtside – and stands out as a leader in influencer relations. Their presence always generates noise online, the latest frenzy being Adele’s rumoured wedding to Rich Paul. More recently, the association has amped up the diversity of its influencers, working with the likes of K-Pop & Reggaeton icons as well as enveloping fellow athletes on the basketball equivalent of the FROW. Notably, according to SportsBusiness in 2022, the NBA is the third biggest streamed sport globally, meaning that a diverse range of influencer partnerships makes perfect business sense to heighten its global appeal.

Download our Karla Otto x Lefty ‘The Influence of Sports’ report to find out more about the importance of sports and its athletes within the wider cultural world — plus an exclusive interview with English footballer Ella Toone.