NEW YORK — The National Basketball Association (NBA) today announced the winners of its Team Partnership and Ticket Sales & Service Awards for the 2025-26 season, which collectively celebrate teams who display creativity, innovation and excellence across fan engagement, partnerships, social impact and ticket sales. The league also recognized teams that distinguished themselves as part of AI Studio – a program dedicated to supporting teams in leveraging AI tools to improve fan experiences.
- NBA Team Partnership of the Year Award and NBA Premium Experience of the Year Award – Cleveland Cavaliers: The Cavaliers won the NBA Team Partnership of the Year Award for their one-of-a-kind partnership with Redfin, making Rocket Arena the largest home listing ever on Redfin.com through an immersive, community-driven campaign. Through the NBA Premium Experience of the Year Award, the team was also recognized for HIPP, an invite-only membership club built around a one-of-a-kind hospitality space inside Rocket Arena, delivering ultra-personalized service, luxury amenities and curated experiences.
- NBA Team Partnership Innovation Award – LA Clippers: The Clippers were presented with the NBA Team Partnership Innovation Award for their immersive partnership with Candy Crush that transformed live gameplay into an interactive in-arena fan experience.
- NBA Team Social Impact & Inclusion Award – Philadelphia 76ers: The 76ers were presented with the NBA Team Social Impact & Inclusion Award for their partnership with Bank of America that empowered local entrepreneurs and strengthened Philadelphia’s small business community.
- NBA Team International Strategy Award – Orlando Magic: For the second consecutive year, the Magic received the NBA Team International Strategy Award, which celebrates the team with the best International Team Marketing Program strategy and partner platform.
- NBA New Sales Campaign of the Year Award – Detroit Pistons: The Pistons were awarded the NBA New Sales Campaign of the Year Award for an innovative, data-driven campaign that combined cross-department collaboration, creative ticket offerings and unique fan engagement strategies.
- NBA Membership Program of the Year Award – Charlotte Hornets: The Hornets were presented the NBA Membership Program of the Year Award for their innovative Hive Society membership program, which leveraged personalization, year-round engagement and exclusive member experiences to deepen fan loyalty and enhance the season ticket member experience.
- AI Studio Honorees – Houston Rockets and New Orleans Pelicans: The Rockets and Pelicans were recognized for demonstrating innovative and impactful use of AI.
All 30 teams were invited to submit for each category of the Team Partnership and Ticket Sales & Service Awards, and the winners were chosen by a finalist committee comprised of team and league executives.
“The innovation, creativity and strategic thinking NBA teams demonstrate every day continue to raise the bar for the sports industry while creating deeper connections with fans in their communities and around the world,” said Jonathan Tillman, Executive Vice President and Head of Team Marketing and Business Operations. “Whether they’re forging impactful partnerships, pioneering new uses of AI, driving meaningful impact in their home markets, or developing innovative approaches to ticket sales and service, our teams are finding new ways to grow their businesses and deliver exceptional experiences for fans on a global basis.”
NBA Team Partnership Awards
NBA Team Partnership of the Year Award – Recognizing the best partner marketing campaign and platform, with a focus on a big idea that meets the partner’s goals and achieves measurable results
The Cavaliers and Redfin reimagined the homebuying journey by turning Rocket Arena into a live Redfin listing, complete with a larger than life, record-breaking “Open House” sign, a one-day public open house, exclusive digital sweepstakes, and a community garage sale benefiting the Cavaliers Community Foundation. The interactive listing offered a behind-the-scenes look at the arena and allowed fans to enter limited time sweepstakes for exclusive experiences, like “owning” the arena for a day. The partnership evolved beyond a traditional sponsorship into an immersive brand platform that generated widespread fan engagement while highlighting Redfin’s growing presence in the Midwest to new consumers through memorable experiences and highly visible brand integration.
NBA Team Partnership Innovation Award – Recognizing a partnership that drives innovation and advances team business priorities
Candy Crush launched the first sports partnership in the gaming brand’s history in collaboration with the Clippers, creating a season-long platform that reimagined fan engagement inside Intuit Dome. Through interactive experiences including Candy Crush Halftime Crush, the Early Bird Booster program, and a dynamic arena takeover, fans actively influenced live gameplay using in-seat technology while immersive activations, live characters and surprise celebrity appearances bridged the gap between the digital and in-person experience.
NBA Team Social Impact & Inclusion Award – Recognizing a partnership that champions social impact and advances community
Through the Spirit of Small Business and Enrich programs, the 76ers and Bank of America created a year-round platform that elevated local entrepreneurs through integrated marketing campaigns, brand-led storytelling, business mentorship, and live pitch competitions. The partnership also extended into the community through youth clinics, financial literacy workshops, equipment donations, and programs that connected small businesses with new audiences, resources, and long-term opportunities for growth.
NBA Team International Strategy Award – Recognizing robust, data-driven programs that support partner positioning and grow the team brand globally or in a specific international region
Building on the momentum of last year’s recognition, the Magic executed a comprehensive strategy in Germany that extended far beyond The NBA Berlin Game 2026. The multi-phase approach included an in-market summer tour, an immersive fan hub called Magic Kiez, youth basketball clinics, business summits, watch parties, and integrated activations with multiple partners across Germany. By establishing a year-round presence before, during, and after the game, the Magic strengthened relationships with fans and the business community while creating a sustainable platform for continued International Team Marketing Program (ITMP) growth through efforts with new partners such as Aida Cruises, Domino’s, Kellog’s, Telekom, Threatlocker and Visit Orlando.
NBA Ticket Sales & Service Awards
New Sales Campaign of the Year – Recognizes the best new business approach for the 2025-26 season
The Pistons’ data-driven sales campaign united Ticket Sales, Marketing, Business Intelligence, and Partnerships around innovative fan experiences and flexible ticket offerings. By combining targeted prospecting, unique incentives and engaging sales events, the organization exceeded goals and showcased a forward-thinking approach to growing sales.
Membership Program of the Year – Honors the top year-round member engagement plan executed during the 2025-26 season
The Hornets reimagined the season ticket member experience through their Hive Society Membership, creating a year-round membership program centered on community, personalization, and emotional connection. Through tailored engagement, exclusive experiences, and elevated service, the program strengthened member loyalty while fostering a deeper sense of community and belonging.
Premium Experience of the Year – Honors the most holistic premium experience executed during the 2025-26 season
The Cavaliers were also recognized for HIPP, an ultra-premium, invite-only membership club built around a uniquely curated hospitality space inside Rocket Arena that delivers elevated dining, personalized service, exclusive access, and luxury amenities for members. HIPP combines a high-touch member experience with unparalleled exclusivity, creating a premier premium experience.
AI Studio
AI Studio Honorees – Recognizing best-in-class AI innovations and case studies
The Rockets developed a team-owned and operated conversational AI chatbot “ClutchBot 2.0” to support fan needs and address questions related to ticketing, merchandise and more. ClutchBot 2.0 has helped create a more seamless customer service experience that helps fans get the information they need efficiently.
The Pelicans’ AI initiative “FanGeaux” helped the team better support season ticket holders and identify underutilized benefits in an effort to further engage them through a more personalized experience. The team applied advanced analytics and AI-enabled processes to streamline fan outreach efforts and help fans take advantage of the member perks that resonate with them most.
