Chicago Bulls, Klarna Launch Multi-Year Partnership

Co-branded in-stadium experiences, limited-edition merchandise and more are in the deal.
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License Global

January 19, 2022

The Chicago Bulls stadium with a Klarna advertisement
Klarna/Chicago Bulls

Klarna has announced it is teaming up with the National Basketball Association's Chicago Bulls for the fintech company's all-in-one shopping service and interest-free "Pay in 4" option to the basketball team's fans. 

The collaboration brings the basketball audience closer to the game through co-branded in-stadium experiences, shoppable content, exclusive offers, limited-edition merchandise and more. 

Chicago Bulls' small forward Zach LaVine and point guard Lonzo Ball have partnered with Klarna as brand ambassadors. The two will collaborate with the company while showcasing their style through activations, custom social content and more. 

"The Chicago Bulls are one of the most renowned teams in basketball history and share Klarna's commitment to challenging the limits of success within culture and commerce," says David Sandstrom, chief marketing officer, Klarna. "Together, we will showcase how brands and teams can align to provide a more meaningful and engaging experience for fans." 


and the Chicago Bulls will launch multiple initiatives tied to the partnership in the coming months, including exclusive fashion collaborations. Fans will have access to shoppable social and digital content showcasing fashion looks by LaVine and Ball as well as behind-the-scenes pre-game styles and essentials. 

In addition, the partnership will allow fans to engage with the team in new ways through co-branded activations, in-stadium experiences involving the Benny the Bull mascot, exclusive offers and more. Klarna branding will also be incorporated into the game-day experience in multiple ways, including placements across the scoreboard and LED boards throughout the arena and on Bulls practice jerseys. 

"We're excited to partner with Klarna to leverage the intersection of sports, fashion and commerce to provide Bulls fans opportunities to engage with our brand in a new way," says Matthew Kobe, executive vice president, revenue and strategy, Chicago Bulls. "Our partnership with Klarna will further the Bulls' commitment to combining sports and tech to create revolutionary experiences for our fans." 


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