NBA, Foot Locker enter multiyear partnership

The National Basketball Association (NBA) and global footwear and apparel retailer Foot Locker announced on Friday a multiyear partnership that solidifies Foot Locker as an official league marketing partner in the U.S.

As part of the partnership, Foot Locker is expected to gain media exposure across various league platforms and at premier league events such as the highly anticipated NBA All-Star game.

This includes on-court virtual signage during national broadcasts and prominent placement on the NBA’s social media channels. Likewise, the collaboration will also encompass Foot Locker’s loyalty program, FLX, offering additional touchpoints for customers to connect with the brand throughout the season.

“We are thrilled to deepen our partnership with Foot Locker, a brand entrenched in basketball and pop culture,” said Salvatore LaRocca, president of global partnerships, NBA. “Foot Locker will offer its customers an elevated connection to the NBA through a variety of marketing programs, bringing our fans closer to the game.”

Earlier this year, Foot Locker’s Lace Up plan was unveiled to propel the organization into its next phase of growth and create value for all stakeholders. The partnership also comes on the heels of Foot Locker’s recently launched global brand platform, ‘The Heart of Sneakers’.

“This exciting partnership cements Foot Locker’s position at the center of basketball and sneaker culture and expands our collaborative journey with the NBA,” said Frank Bracken, executive vice president and chief commercial officer, Foot Locker, Inc. “We look forward to working together to create unforgettable events and experiences that further engage NBA fans and our customers in support of our Lace Up plan.”