US sports retail chain Foot Locker has expanded its long-standing partnership with North America’s National Basketball Association (NBA).

The new multi-year deal makes Foot Locker an official league marketing partner of the NBA in the US and involves the retailer receiving media exposure across league platforms, including on-court virtual signage during national broadcasts and on league social media channels. 

Foot Locker also recently launched a new global brand platform with a campaign featuring NBA players.

The company will continue in its role as an official partner of the NBA and extend its relationship with the top basketball league beyond 15 years.

Salvatore LaRocca, president of global partnerships at the NBA, said: “We are thrilled to deepen our partnership with Foot Locker, a brand entrenched in basketball and pop culture. 

“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.”

Frank Bracken, executive vice president and chief commercial officer of Foot Locker, added: “This exciting partnership cements Foot Locker’s position at the center of basketball and sneaker culture and expands our collaborative journey with the NBA. 

“We look forward to working together to create unforgettable events and experiences that further engage NBA fans and our customers.”

Earlier this week, the NBA also announced a multi-year partnership with Sotheby’s, the international auction company.

The deal made Sotheby’s the official game-worn source of the league, with the collaboration allowing fans to purchase a range of game-worn NBA memorabilia.

The NBA also recently signed a multi-year partnership with Skims, the shapewear brand of reality TV star Kim Kardashian.