The NBA Slam Dunks the Licensing Game

How the global sports brand delivers NBA-themed merchandise to fans worldwide.
Jane Neal

April 8, 2022

National Basketball Association

At A Glance

  • License Global speaks to Rob Millman and Lisa Piken Koper about what opportunities exist for NBA brand extensions.

Sports fans and sports merchandise are like macaroni and cheese – it’s hard to imagine one without the other. For decades the

National Basketball Association

has shown that it knows how to court its fans, cashing in on their fervent loyalty. Spanning generations and cultural segments, iconic representations of team- and player-themed regalia – sneakers, jerseys, shorts, T-shirts and more – have long been commonplace sights. But, as society and consumerism continue to evolve, the traditional apparel and footwear sector is continuously being joined by new channels.

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