In rebuilding USA Basketball, Jerry Colangelo's ability to get Nike on a three-year deal as a sponsor in 2005 allowed it to become a self-sufficient entity.
"The Nike relationship with the NBA had fallen apart," Colangelo said. "But I had a lot of relationships there myself. Phil Knight was a partner of mine in the baseball team in Arizona. I've known Phil Knight for so many years. Coach [George] Raveling [currently Nike's Director of International Basketball], dear friend of mind for many, many years. So the relationships were there. And it was a matter of re-establishing a relationship. But I wanted to make it clear to them, this wasn't an NBA deal. This was USA Basketball. This is our own entity and brand. And that kind of opened the door."
During the four years before the 2004 Olympics, USA Basketball had raised just $9 million and was reliant on the NBA backfilling the costs.
By 2008, USA Basketball had raised $33 million in a four-year period and raised another $35 million between 2008 and 2012.
24 Hour Fitness, American Express, Burger King, Cisco, Dr. Pepper Snapple Group, Gatorade, Jeep, Las Vegas Events, MetroPCS and Right Guard are all sponsors of USA Basketball along with Nike.