The NBA and Adidas have extended their global partnership and they will continue to serve as global partners with the NBA, WNBA, and NBA G League. This extension was announced as a multi-year one and has been going strong between the two for 20 years now. Adidas will continue to serve as a global marketing partner for the NBA. The footwear and apparel company has existing deals with NBA stars including James Harden and Damian Lillard.
Adidas and the NBA reached a multiyear extension of their marketing-rights partnership. Adidas will continue as a global marketing partner of the NBA, WNBA and NBA G League. The renewal coincides with the 20th anniversary of the tie-in (NBA). pic.twitter.com/e1fR9U2UKh
— Sports Business Journal (@sbjsbd) October 28, 2021
— Trae Young (@TheTraeYoung) October 22, 2021
The Head of NBA Marketing at Adidas Austin Hodgers issued the following statement with the extension announcement: “We look forward to the continued success of our 20-year partnership, one that features two globally iconic brands dedicated to growing the game and changing lives through the power of sport.”
The NBA and Adidas have a thriving partnership globally and the two are now tied together for several more years moving forward. It has been a key focus for the NBA for a while now to continue to grow into a more global sport and Adidas can help with that moving forward. The footwear and appeal brand will continue to work with the NBA and the superstars within the NBA, WNBA, and NBA G League.
This partnership is working for both sides and should help the NBA reach bigger markets around the globe. More people interested in basketball is never a bad thing.