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The NBA Slam Dunks the Licensing Game

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

Jane Neal

April 8, 2022

1 Min Read
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.

Want to learn more? Check out the full story here in the April issue of License Global, out now!

Read more about:

NBA

About the Author(s)

Jane Neal

Content Editor, License Global

Jane Neal is a Content Editor for License Global. Working remotely in the great state of Wisconsin, Jane specializes in retail and pop-culture trends.

She has worked extensively in the communication field as a managing editor, advertising copywriter, technical writer and journalist. She detoured for several years into academia where she taught journalism, English and humanities at the college level.

A complete Marvel nerd, she enjoys food, films, fishing, friends and family … and alliteration.

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