The National Basketball Association (NBA) has announced a new multi-year partnership with one of the largest retailers in India, Reliance Retail. This deal has been made in order to reveal an extensive range of NBA merchandise in India.
Reliance Retail has unveiled a broad range of NBA team and league-branded merchandise, such as adult and youth clothing.
Fans can purchase new products at select Reliance Retail outlets throughout the country as well as on Reliance Retail’s e-commerce platforms. Furthermore, Reliance Retail will give engaging NBA experiences to customers and fans who attend its stores, such as sweepstakes, Reliance Foundation Jr. NBA activations, NBA game highlights and related content on in-store TVs, and more, according to a press release.
The NBA’s long-standing partnership with Reliance contains the Reliance Foundation Jr. NBA programme, multiyear broadcast and streaming contracts with Viacom18 and Jio, and teamwork with Lakme Fashion Week that gave fashion designers from throughout India the chance to develop unique NBA capsule collections.
NBA India, Associate Vice President, Global Partnerships, Siddharth Chury, said, “As the NBA’s popularity in India continues to grow, making products more broadly available reflects our commitment to providing fans in India with a more wide-ranging NBA experience. We are excited to work with Reliance Retail to expand the range of NBA products available to our fans in India. As a leading sports and lifestyle retailer, Reliance Retail will help us meet the growing demand for NBA-branded products and allow our fans to express their NBA fandom through a far-reaching range of merchandise and apparel.
“Through the integration of these retail platforms with our grassroots and fan engagement initiatives, we aim to deliver NBA experiences to our fans that go well beyond just a shopping destination.”
Reliance Retail, President, and CEO (fashion and lifestyle), Akhilesh Prasad, said, “The NBA is one of the most followed sports leagues globally, and Reliance Retail is excited to offer an extensive range of merchandise to NBA fans in India. Our goal is to ensure that Reliance Retail stores are the go-to destination for NBA fans across the country.”