The National Basketball Association (NBA) has been making steady progress in it's mission to engage with the Indian market via it's long-standing relationship with Reliance. And now, that collaboration is set to extend into the retail sector as the NBA and Reliance Retail Ltd announced a multi-year deal wherein the Indian brand will launch an extensive range of NBA merchandise across India.

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The deal with India’s largest retailer, with over 15,800 stores nationwide, builds on the NBA's long-standing relationship with Reliance, which includes the Reliance Foundation Jr. NBA program, multiyear broadcast and streaming agreements with Viacom18 and Jio, and a collaboration with Lakme Fashion Week that offered fashion designers from across India the opportunity to create exclusive NBA capsule collections.

As part of this latest collaboration, Reliance Retail has introduced a wide selection of NBA team and league-branded products to fans in India including a comprehensive range of adult and youth apparel, accessories, back-to-school supplies, collectibles, etc.

In addition, Reliance Retail will provide fans and customers, who visit its stores with interactive NBA experiences including sweepstakes, Reliance Foundation Jr. NBA activations, NBA game highlights and related content on in-store TVs and more.

"Reliance has been a trusted partner of the NBA for years, and through this collaboration we look forward to strengthening our retail presence in India together," said NBA Senior Vice President of International Licensing and Business Development, Rob Millman.

"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," said NBA India Associate Vice President of Global Partnerships, Siddharth Chury.

“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.”

“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,” said Reliance Retail Ltd President & CEO (fashion and lifestyle), Akhilesh Prasad.

"Our goal is to ensure that Reliance Retail stores are the go-to destination for NBA fans across the country."

Disclosure:

CNBCTV18.com is a part of Network18 group, which is controlled by Independent Media Trust, of which Reliance Industries is the sole beneficiary.

First Published:Oct 12, 2022 4:50 PM IST