The National Basketball Players Association has announced a multiyear agreement with The Brandr Group to develop business opportunities for current NBA players in the collegiate space.

TBG will serve as the NBPA's agency of record to represent NBA player group rights across all categories for collegiate co-branded licensing opportunities. This initiative expands the NBPA's existing licensing business for NBA players.

Under the partnership, TBG will work in collaboration with the commercial arm of the NBPA to market NBA player group rights. The partnership will have a primary focus on developing co-branded licensing programs and consumer products that celebrate the players' time in college.

"We are excited about our partnership with TBG," says Josh Goodstadt, executive vice president, licensing, NBPI. "Their expertise in the collegiate space will allow us to further develop our licensing business for all of our players, and we look forward to working with them."