The National Basketball Association (NBA) and New Balance Athletics, Inc. (New Balance) signed a new multiyear agreement that will make the global athletic brand an official marketing partner of the NBA.
As part of the deal, New Balance will create authentic broadcast, digital and retail content featuring New Balance-sponsored athletes in their respective NBA uniforms and team logos. The relationship will officially tip off with New Balance’s We Got Now global brand campaign featuring Leonard, airing during the Denver Nuggets at LA Clippers game on Friday, Feb. 28 at 10:30 p.m. ET on ESPN.
Chris Davis, Vice President of Global Marketing at New Balance said: “New Balance officially re-entered basketball when NBA Finals MVP Kawhi Leonard walked on court for the NBA All-Star Game in 2019. Now, one year later, we are excited to further solidify our position in the global basketball community by collaborating with the NBA as an official long term, strategic partner in order to continue to enhance our position as a leading athletic brand. This relationship ingrains New Balance into the NBA’s global presence, a fandom and culture that transcends sport and is significantly larger than the game of basketball.”
Dan Rossomondo, NBA Senior Vice President, Media and Business Development said: “We look forward to working with New Balance as the brand develops its basketball footprint and continues to establish itself in the market with recent high-profile player signings and new products.”
