JP Morgan faz acordo com o Miami Heat. Itaú, Inter e Nubank disputam a Flórida

The Miami Heat have announced JP Morgan as their new commercial and financial partner. Jamie Dimon's bank will have activations both within and outside of the Kaseya Center, where the Heat play, and will offer exclusive benefits to fans who become the team's customers. In addition to an exclusive entry and discounts on purchases inside the arena, they will also have early access to tickets and official team merchandise.

The Heat was seeking $8 million annually for the stake and usually signs agreements of at least five years, a source close to the negotiation told Brazil Journal. Starting next year, it is expected that JP Morgan will also start printing the Heat's jerseys, which were previously sponsored by Robinhood, adding about $3 million annually to the business.

Among the biggest NBA markets, the Los Angeles Lakers signed with personal finance app Albert in July and will receive $30 million per year. Due to the exclusivity of the deal, no other financial services company can sponsor the team while JP Morgan is involved. The bank's move comes amid a strong offensive of Brazilian players in Florida, extending not just to customers but also to sports businesses.

JP Morgan was the naming rights owner of the former Inter Miami stadium, which took the name Chase Center between 2024 and 2025, and was bidding to name the new arena after Lionel Messi – but it was Nubank that closed the deal. In Orlando, Banco Inter had a similar agreement with Orlando City in 2024; and Itaú, which recently received its U.S. banking license, is the main sponsor of the Miami Open since 2015.

BTG, for its part, is setting up its American retail operation and hired Inter's former CMO Kaio Philipe to work in the region. JP Morgan has a strong presence in southern Florida – where it serves 2.4 million checking account holders and 400,000 small businesses – and in the NBA, where it has already sponsored four teams: the New York Knicks, Golden State Warriors, Atlanta Hawks, and Dallas Mavericks.

The bank told Sports Business Journal that sponsorships of NBA teams work well because they capture a 18-24 age demographic that is starting their financial lives and reaches its entire customer base.