North American basketball powerhouse NBA has extended its long-standing partnership with Google, placing artificial intelligence at the centre of the renewed agreement.
The multi-year extension will introduce new AI-driven search experiences, allowing fans to explore NBA content in more interactive and personalised ways. Google has served as the league’s official search and fan insights partner since 2021, with its Pixel devices continuing as the official fan phone.
To mark both the renewal and the 2026 playoffs, Google launched a new “Search†campaign featuring Luka DonÄić, Stephen Curry—who also acts as a Google performance advisor—and reigning MVP Shai Gilgeous-Alexander. The campaign spans broadcast, connected TV, digital, and social platforms.
Google is also collaborating with DonÄić and Giannis Antetokounmpo on long-form social content, showcasing how AI tools can break down player skills. In parallel, more than 50 live, in-game integrations will appear across broadcast partners including NBC, Disney, and Amazon Prime, prompting fans to engage with real-time action through AI-powered search features.
Off the court, the Los Angeles Lakers have appointed Ryan Kantor as vice president of global partnerships, a newly created role focused on driving sponsorship revenue and expanding the franchise’s commercial footprint worldwide. Kantor brings experience from the Los Angeles Clippers, Kia Forum, Intuit Dome, as well as previous roles with the Los Angeles Dodgers and Anaheim Ducks.
One of his immediate priorities will be leading the search for a new jersey patch sponsor, with the Lakers opening a bidding process for the 2026–27 season onward. The move follows the upcoming expiration of the team’s five-year deal with Korean food brand Bibigo.
Meanwhile, the Lakers continue to reshape their commercial strategy under new majority owner Mark Walter, who recently completed a $10 billion acquisition of the franchise—one of the largest valuations in sports history.