Nike and NBA Extend Partnership for Another 12 Years
In a move that solidifies their long-term commitment to the sport of basketball, Nike has agreed to a 12-year contract extension with the NBA and WNBA. The deal, which was announced on Monday, will see Nike continue as the official global outfitter for the professional basketball leagues until 2036.
A Shared Vision for the Future of Basketball
According to Sal LaRocca, the NBA’s president of global partnerships, the decision to extend the partnership was a no-brainer. “Nike’s investment in the NBA, the WNBA, the G League, grassroots basketball, boys and girls elite-level basketball, is critical to our long-term goals to continue to grow the sport of basketball on a global basis,” LaRocca said.
Empowering Women in Basketball
One of the key areas of focus for the partnership is empowering women in basketball. WNBA star A’ja Wilson, who has been an outspoken advocate for women’s basketball, praised Nike for their commitment to telling the stories of female players. “Back when I was a rookie, there wasn’t a whole lot of ways to really tell your story,” Wilson said. “But Nike has taken a chance on us and given us a platform to showcase our personalities and our talents.”
Investing in Youth Basketball
The partnership also includes a pledge to invest in youth basketball programs, including coaching, training, and player development. Both the NBA and Nike will work together to increase access to the sport worldwide, with a specific focus on improving the playing experience for girls of all ages and skill levels.
Building on Existing Programs
Existing programs, such as the Nike Elite Youth Basketball League (EYBL), Jr. NBA, Basketball Without Borders (BWB), and Her Time to Play, will continue to be supported and expanded. These programs have already made a significant impact on the sport, and the partnership will help to take them to the next level.
A Commitment to Innovation
Nike’s commitment to innovation was highlighted by LaRocca, who praised the company’s response to the jersey-ripping issue that arose in the early days of the partnership. “Nike demonstrated once again why they’re best in class,” LaRocca said. “They isolated the issue, remedied it quickly, and it didn’t happen again.”
A Foundation for the Future
Tanya Hvizdak, the vice president of athlete sports marketing at Nike, emphasized the importance of the partnership for the company’s future plans. “When you think about just the future of sport, this is going to be such a foundation for us,” Hvizdak said. “The growth of the game [of basketball] has been massive, and we see this partnership as a major opportunity to build off of that.”
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