New data from Brand Finance reveals that at a total of USD10.6 billion, the NBA’s combined brand value places it roughly on par with the English Premier League (USD10.9 billion) and far ahead of other European soccer competitions such as Spain’s LaLiga (USD5.8 billion) and the German Bundesliga (USD4.5 billion), though still behind the NFL (USD26.5 billion).
Key highlights:
The Golden State Warriors remain the NBA’s most valuable brand at $1.2 billion despite an 18% brand value decline
The Los Angeles Lakers hold second place at $973 million, down 9% after consecutive first-round playoff exits
The New York Knicks climb into third, with brand value up 12% to $720 million
The Chicago Bulls rise three places to fourth, with brand value up 36% to $616 million – the fastest-growing NBA brand this year
The Lakers, Bulls, and Celtics are the NBA’s top three strongest brands
Brand Strength Analysis
The Los Angeles Lakers have once again secured the position as the NBA’s strongest brand, with a Brand Strength Index (BSI) score of 92.6 out of 100. This places them not only at the top of the league but also alongside some of the most recognizable consumer brands in the United States, such as Coca-Cola and Nike. The Lakers’ strength is underpinned by unrivaled awareness and popularity, with Brand Finance’s research showing the team scores perfect 10s in both awareness and following. Despite recent playoff setbacks, the Lakers’ brand strength remains unshaken, a testament to their enduring global appeal.
In second place are the Chicago Bulls, with a BSI score of 90.5. The franchise continues to benefit from its iconic legacy and a broad international fan base. Research highlights the Bulls’ popularity, with perfect 10 scores in measures such as “following” and “favorite team.” This strong consumer resonance, combined with robust commercial performance, has helped push the Bulls up in the rankings and made them one of the league’s fastest-growing brands by value.
The Boston Celtics rank third with a BSI of 89.7, reflecting consistent brand strength despite a challenging season marked by the injury of star player Jayson Tatum. The team continues to record strong engagement, including a 9/10 score in “watched matches on TV,” which underscores the loyalty and visibility of the Celtics’ fan base. Their combination of historic pedigree and widespread support ensures they remain one of the most powerful brands in the NBA.
Hugo Hensley, Head of Sports Services, Brand Finance, commented: “The Warriors’ position at the top of the ranking – even in a period of transition – shows how enduring brand equity can outlast on-court cycles. The franchise built a global following and a commercial machine during its dynasty years that continues to deliver value. That long-term brand power is what separates the NBA’s biggest names from the rest of the league.”
Laurence Newell, Managing Director, Americas, Brand Finance, commented: “While total brand value across the league has eased slightly this year, the NBA remains a global entertainment property. From Shanghai to São Paulo, its teams command cultural relevance that few sports can match. The challenge now is converting that awareness into deeper international engagement and new revenue opportunities.”