The deal will entail the integration of NBA branding across Novibet’s platforms. (Novibet)

The National Basketball Association (NBA) has today agreed a new multi-year global marketing partnership with lifestyle brand Rhone.

Through the tie-up, Rhone, which focuses on mental health initiatives, will introduce custom content on the NBA Fitness platform.

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It will also partner with NBA Champion and five-time All-Star Kevin Love as a brand ambassador, who will work with Rhone to launch a campaign designed to raise awareness around mental and physical well-being.

Rhone will feature its Commuter Shirt throughout the partnership with the league. Additionally, Rhone will produce licensed dress shirts featuring NBA and team logos.

Meanwhile, the NBA has named Greek and Maltese betting company Novibet as an official partner in Greece.

The deal makes Novibet the league's first official Greek betting partner, allowing viewers in that country access to official merchandise, local events, digital promotions, and chances to attend NBA matches in the US.

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Additionally, the deal will entail the integration of NBA branding across Novibet’s platforms.

Also as part of the deal, the betting firm will be the official presenter of the NBA Pick’Em: Bracket Challenge, one of the league’s free prediction games.

In 2023-24, the NBA was covered in Greece by Cosmote TV.

Last week, meanwhile, the NBA agreed a multi-year extension with digital financial services company Revolut to serve as an associate sponsor of the NBA Paris Games 2024.

The 2024-25 NBA regular season will begin on October 22 with the Boston Celtics – the reigning champions – opening against the New York Knicks.