adidas expands partnership with NBA to become presenting partner of NBA London Live 2013

NEW YORK and LONDON – The National Basketball Association (NBA) and adidas have expanded their relationship to make the league’s official global uniform and apparel provider the presenting partner of NBA London Live 2013.

As presenting partner, adidas will have a significant presence around the upcoming sold out regular-season game between the Detroit Pistons and New York Knicks on January 17 at The O2.  adidas will have significant branding in-arena including two logos prominently featured on the court, and will also conduct on court fan competitions and a comprehensive social media campaign around the game. Both teams will also wear commemorative NBA London Live 2013 presented by adidas shooting shirts to mark the occasion, with additional Knicks and Pistons merchandise available in-arena and at retail outlets including the adidas Store on London’s Oxford Street.

Also as part of the partnership, adidas will connect with NBA fans globally through the league’s international broadcast partners and digital platforms including, NBA LEAGUE PASS International, Facebook and NBA All-Access fan e-newsletters.  adidas will also be presenting partner of the NBA London Live 2013 Party that will see guests and celebrities entertained in an exclusive central London location on the eve of the game.

“The world watched Europe’s passion for basketball during last summer’s games, and we’re excited to partner with the NBA to continue that momentum and grow the game through great fan experiences and products,” said Lawrence Norman, adidas vice president of global basketball.

“We are delighted to expand our long-standing global partnership and have adidas serve as the presenting partner of this historic NBA event,” said Benjamin Morel, Senior Vice President, NBA Europe.  “NBA London Live 2013 presented by adidas is a great showcase of our game and provides adidas with an excellent opportunity to connect with NBA fans in the UK and across Europe through a range of exciting in-arena, media and retail promotions.”

NBA London Live 2013 presented by adidas will be televised live and in 3D in the UK on Sky Sports and also broadcast live on BBC Radio 5 Live.

Fans will be able to watch live television coverage of NBA London Live 2013 presented by adidas in 48 European countries and territories in 22 languages with international broadcasters on-site including NBA partners from France (BeINSport) and Greece (OTE).

The NBA has staged a total of 15 regular-season games in Japan, Mexico and the UK since 1990, and London has hosted 11 games featuring 13 NBA teams since 1993, including preseason and regular-season games.

About adidas:

adidas has been providing innovative products for the world’s best athletes for more than 50 years, from past legends to today’s superstars, such as Derrick Rose, Dwight Howard and Candace Parker.  On April 11, 2006 adidas and the National Basketball Association signed an 11-year global merchandising partnership making the adidas brand the official uniform and apparel provider for the NBA, the Women’s National Basketball Association (WNBA) and the NBA Development League (D-League) beginning with the 2006-07 NBA season.

For more information, visit, adidas Basketball Facebook page,