Reliance Retail signs multi-year deal with NBA to launch merchandise range across India

By STI (Update)


NBA-branded merchandise includes a full line of adult and youth apparel, accessories, back-to-school supplies and collectibles

The National Basketball Association (NBA) has made steady progress in its mission to engage with the Indian market through its longstanding relationship with Reliance. And now, this collaboration is set to extend to the retail sector as the NBA and Reliance Retail Ltd have announced a multi-year deal in which the Indian brand will launch a wide range of NBA products across India.

The deal with India’s largest retailer, with more than 15,800 stores nationwide, builds on the NBA’s longstanding relationship with Reliance, which includes the Reliance Foundation Jr. NBA program, broadcast deals and multi-year streaming with Viacom18 and Jio, and a collaboration with Lakme Fashion. A week that offered fashion designers across India the opportunity to create exclusive NBA capsule collections.

As part of this latest collaboration, Reliance Retail 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, collectibles, and more.

In addition, Reliance Retail will provide fans and customers who visit its stores with interactive NBA experiences including sweepstakes, Reliance Foundation Jr. NBA activations, NBA game highlights and related content. on in-store TVs and more.

“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 clothing. 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 mere 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.”

Disclosure: is part of the Network18 group, which is controlled by Independent Media Trust, of which Reliance Industries is the sole beneficiary.