The National Basketball Association (NBA) has partnered exclusively with sports merchandise e-commerce company Fanatics to launch 10 official online NBA stores across Asia Pacific.
The partnership expands on NBA's existing relationship with Fanatics and covers Asia Pacific countries including Singapore, Malaysia, Australia and Japan. The league now has 20 international e-commerce sites.
In a statement to Marketing, NBA's spokesperson declined to reveal the monetary value of the partnership but said it is a multi-year deal. The spokesperson added that the league is in the midst of formulating a marketing plan and money will be allocated to support the new online stores.
A wide array of products from all 30 NBA teams will be offered via the new online stores, including oncourt apparel from Nike and products from NBA merchandise partners such as New Era and Mitchell & Ness. Asia Pacific fans are also able to obtain exclusive products, including personalised team jerseys from the online stores. Fanatics currently operates the flagship NBA Store in New York City, NBAStore.com and NBAStore.eu.
“Basketball’s popularity in Asia Pacific continues to grow, and our new online NBA Stores with Fanatics will allow us to reach and engage with our expanding fanbase throughout the region," NBA Asia associate VP, global merchandising, Lesley Rulloda, said.
“The NBA is becoming an increasingly global league, and we’ve seen a significant uptick in fandom across several regions throughout Asia. This level of growth is very exciting, and Fanatics is committed to providing a best-in-class online shopping experience to provide these passionate fans with easy access to the largest assortment of officially licensed NBA merchandise available for all 30 teams," Steve Davis, president of Fanatics International, said.
(Read also: NBA expands reach into Asia with Rakuten partnership)