MILAN – The National Basketball Association (NBA) and Perfetti Van Melle, Italy’s market leader in chewing gum and confectionery, today announced a multiyear collaboration that makes Perfetti Van Melle’s bubble gum brand Big Babol an official marketing partner of the NBA in Italy.

Through the collaboration, Big Babol branding will be featured at the nearly 50 Jr. NBA Italian Basketball Federation (FIP) Leagues in Italy that collectively reach more than 20,000 youth annually.  All Jr. NBA FIP League uniforms will feature Big Babol branding, and Big Babol will be integrated into the OWQLO App, the official app of the Jr. NBA program in Europe.

The collaboration tipped off last month when Big Babol branding was featured at NBA 3X Milan, a 3-on-3 basketball tournament that took place at Milan’s Famagosta basketball court in La Spezia Park.  Big Babol recently premiered a Big Babol/NBA co-branded television commercial promoting Big Babol’s “PLAY BIG” campaign, which features 3D animated basketball players interacting with children at Famagosta basketball court.

Big Babol will also launch brand activations to reinforce Big Babol and the NBA’s shared value of the importance of play, including the chance to enter sweepstakes and win NBA-related prizes.

“We are excited to announce the collaboration with the NBA,” said Perfetti Van Melle Commercial Director in Italy Marco Seregni.  “It represents a valuable opportunity to engage our kids and teens target audience and reinforce Big Babol’s branding campaign ‘PLAY BIG.’  We look forward to bringing this to life through a 360-degree plan, from communication to consumer promotion and a physical presence at events and branded locations, with the aim to continue sharing brand values of freedom, enjoyment and promoting the importance of sport.”

“We are pleased to welcome Perfetti Van Melle’s Big Babol to the NBA family and to work with such a recognizable Italian brand that shares our commitment to engaging youth through sport,” said NBA Europe and Middle East Vice President, New Business Ventures & Global Partnerships, Dina Ahmad.  “Through this collaboration, we will reach aspiring players via the Jr. NBA FIP League program and connect with fans across the country through a range of exciting activations.”

For more information about the NBA, fans in Italy can visit NBA.com/Italia, the league’s official online destination in Italy, and follow on Facebook, Twitter, Instagram and YouTube.  A full range of official NBA merchandise is available at the NBA Store in Milan and by visiting NBAStore.eu.