Nike extends partnership with NBA, WNBA for another 12 years

Nike announced on Tuesday an extension of its partnership with the National Basketball Association and the Women’s National Basketball Association for another 12 years. 

The U.S. sportswear giant’s deal with the U.S. basketball organisations defines Nike once again as the exclusive on-court uniform and apparel provider.

The Portland, Oregon-based firm will extend its rights over 12 additional seasons to design and manufacture NBA, WNBA and G League uniforms, on-court apparel and fan apparel, for the NBA, WNBA and NBA G League, as well as global outfitting, merchandising, marketing and content partnership.

“Nike has always been more than a league sponsor — we’re a strategic partner with an unwavering commitment to growing the game, alongside the NBA, WNBA and NBA G League,” said Elliott Hill, Nike president and CEO.

“Our collective power, global reach and genuine love for the game will only continue to create new pathways and opportunities for players and fans.”

The renewed partnership will also feature new content initiatives, and a commitment to grassroots basketball, as well as the continued development of a joint membership program that delivers benefits to fans of the brands through distinctive products, content and experiences. 

“Nike is inextricably linked to basketball and has helped fuel the growth and innovation around our sport for decades,” said NBA commissioner Adam Silver.

“With an added focus on youth basketball, our expanded partnership will create even more opportunities for aspiring players to learn and compete at all levels and for fans of all ages to engage with the NBA and WNBA.”

Meanwhile, ​Nike and the National Basketball Players Association (NBPA) also extended their group license agreement, making the sportswear firm official partner of the NBPA.

The renewal follows the 8-year global outfitting, merchandising, marketing and content partnership struck in 2015, which made Nike the official on-court outfitter beginning with the 2017-18 NBA season.

However, the sporting firm has been an NBA partner since 1992, a marketing partner of the WNBA since 1997 and a marketing partner of the NBA G League since the 2017-18 season.

In its most recent trading update earlier this month, Nike posted a bigger-than-expected drop in first-quarter revenue, as the sportswear giant battles weak consumer demand for its footwear amid stiff competition from newer brands globally.