See You On Court: NBA, WNBA, Nike Extend Exclusive Global Alliance
Monday, October 21, 2024 at 03:46PM By Barry Janoff
October 21, 2024: On the eve of the 2024-25 season, the NBA along with the WNBA unveiled a 12-year extension with Nike, Inc. of their global outfitting, merchandising, marketing and content partnership.
The NBA and WNBA said the deal “solidifies Nike, Inc. as the leader in global basketball and as the exclusive on-court uniform and apparel provider for the NBA, WNBA and NBA G League.”
Nike, Inc. will extend its rights over 12 additional seasons to design and manufacture NBA, WNBA and G League uniforms, on-court apparel and fan apparel, “furthering its commitment to grow and improve the sport of basketball for the next generation.
The National Basketball Players Assn. also extended its group license agreement making Nike, Inc. an official partner of the NBPA.
Financial terms of the extensions were not shared.
“Nike is inextricably linked to basketball and has helped fuel the growth and innovation around our sport for decades,” NBA commissioner Adam Silver said via the league.
“With an added focus on youth basketball, our expanded partnership will create even more opportunities for aspiring players to learn and compete at all levels and for fans of all ages to engage with the NBA and WNBA.”
The renewal follows the initial eight-year global outfitting, merchandising, marketing and content partnership signed in 2015, which made Nike, Inc. the official on-court outfitter beginning with the 2017-18 NBA season (replacing adidas).
That deal was valued at $1 billion and marked the first time an apparel partner had its logo on an NBA or WNBA jersey, according to CNBC.
Nike has a contract with MLB that does not expire until 2029.
The NFL’s deal with Nike expires after the 2027 season, but the league has opened up the process to other bidders and is already intalks with several companies interested in competing for the agreement, according to CNBC.
The news also comes on the heels of Nike’s John Donahoe retiring as CEO after four years, being replaced by former long-term Nike executive Elliott Hill.
Nike has been an NBA partner since 1992, a marketing partner of the WNBA since its inception in 1997 and a marketing partner of the NBA G League since the 2017-18 season.
The global extension with the NBA and WNBA is highlighted by “new content initiatives, a comprehensive commitment to grassroots basketball, as well as the continued development of a joint membership program that delivers benefits to fans of the brands through distinctive products, content and experiences.”
Nike, Inc. is also deepening its investment in the WNBA.
“Since our league’s inception, Nike has committed to a shared vision for girls and women’s basketball,” WNBA commissioner Cathy Engelbert said via the league.
“Our continued partnership is an opportunity to fortify avenues for development and enhance touchpoints across our dynamic fanbase while globally showcasing the WNBA.”
NIKE said it would “further grow its established presence across marquee league events,” including NBA Global Games, NBA All-Star, WNBA All-Star, the NBA Draft Combine, the WNBA Draft, WNBA Changemakers, the NBA Draft presented by State Farm, NBA 2K Summer League and NBA G League Fall Invitational.
“Nike has always been more than a league sponsor — we’re a strategic partner with an unwavering commitment to growing the game, alongside the NBA, WNBA and NBA G League,” Hill said via Nike, Inc.
“Our collective power, global reach and genuine love for the game will only continue to create new pathways and opportunities for players and fans.”
The NBA, WNBA, NBA G League and Nike said they would continue to expand basketball for the next generation by: 
• Introducing programs and resources to make best-in-class youth basketball accessible and scalable, prioritizing broad-based access to age-and-stage appropriate coaching, training, on-court development curriculum and playing standards to youth of all backgrounds and abilities, including through the Jr. NBA/ Jr. WNBA.
• Creating basketball programming and resources designed to increase access to the sport and improve the playing experience for girls of all levels, including through the Jr. WNBA and Basketball Without Borders.
• Collaborating to enhance player, coach and program development opportunities across Nike Elite Youth Basketball League through expanded leadership, player health and on-court development programming.
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