The National Basketball Association (NBA) and Reliance Retail Ltd., India’s largest retailer with more than 15,800 stores nationwide, announced a multi-year collaboration on Wednesday to launch a wide range of NBA products in India.
As part of the collaboration, Reliance Retail on Wednesday brought a wide selection of NBA team and league branded merchandise to fans in India, including a full range of adult and youth apparel, accessories , back-to-school supplies, toys, collectibles, and more.
The new merchandise is available to fans at select Reliance Retail stores across the country and on Reliance Retail e-commerce platforms. Additionally, Reliance Retail will provide fans and customers who visit its stores with interactive NBA experiences, including raffles, Reliance Foundation Jr. NBA activations, NBA game highlights and content. related on in-store TVs, and more.
The collaboration builds on the NBA’s longstanding relationship with Reliance, which includes the Reliance Foundation Jr. NBA program, multi-year broadcast and streaming deals with Viacom18 and Jio, and a collaboration with Lakme Fashion Week which has offered fashion designers across India the opportunity to create NBA Capsule Collections.
“Reliance has been a trusted partner of the NBA for years, and through this collaboration, we look forward to building our retail presence in India together,” said Rob Millman, Senior Vice President, NBA. International Licensing and Business Development.
“As the NBA’s popularity in India continues to grow, making products more widely available reflects our commitment to providing Indian fans with a broader NBA experience.”
“We are delighted to be working with Reliance Retail to expand the range of NBA products available to our fans in India,” said Siddharth Chury, Associate Vice President of Global Partnerships, NBA India. “As a leading sports and lifestyle retailer, Reliance Retail will help us meet the growing demand for NBA-branded merchandise and allow our fans to express their NBA fandom through an expanded range of merchandise and Through the integration of these retail platforms with our grassroots and fan engagement initiatives, we aim to provide our fans with NBA experiences that go far beyond a simple shopping destination. .”
“The NBA is one of the most followed sports leagues in the world, and Reliance Retail is delighted to bring a wide range of merchandise to NBA fans in India,” said Akhilesh Prasad, President and CEO of Reliance Retail Ltd (fashion and lifestyle). “Our goal is to make Reliance Retail stores the destination of choice for NBA fans across the country.”
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