Institut Supérieur de Gestion named Official Business School of the NBA in France

PARIS – The National Basketball Association (NBA) and the Institut Supérieur de Gestion (ISG), an international business school based in Paris, today announced a multiyear marketing partnership that makes ISG the Official Business School of the NBA in France.  The announcement coincides with ISG’s launch of its dedicated Sports Business Management school (ISG BSM).

The first-of-its-kind partnership for the NBA in Europe will see official NBA branding featured across ISG’s marketing and promotional materials that reach fans and prospective students across the country.  ISG will also provide students and stakeholders with a range of NBA-related benefits and discounts.

“Today, as we take on a new challenge in an innovative and captivating sector with the creation of the ISG Sport Business Management (BSM) school, we are extremely proud to announce our partnership with the NBA,” said Marc Sellam, CEO and founder of IONIS Education Group, the parent company of ISG.  “With our focus on training the future leaders who will shape the sports industry of tomorrow, it only makes sense to partner with a prestigious and forward-thinking sports league like the NBA with whom we share similar values: entrepreneurship, innovation and an international mindset.”

“We are excited to partner with a top business school like Institut Supérieur de Gestion as they launch a new sports management program, ISG BSM,” said NBA EME Associate Vice President, Global Partnerships, Mark Osikoya.  “France has an extremely passionate NBA fanbase, and we look forward to working with the ISG team and their network of students and alumni to continue to find new and creative ways to engage fans across the country.”

ISG BSM is dedicated to preparing the next generation of leaders to engage in the sports sector, which brings people together and continually reinvents itself to support the future of the sports business.  Through the creation of this new entity, ISG BSM’s program will train students to make an impact in the sports business industry.  ISG BSM will highlight the professional opportunities available across the sports industry so that the next generation can elevate sports within France and around the world for both brands and consumers.

Fans in France can find more NBA information at, the league’s official online destination in France hosted on, as well as on Facebook (NBA France), Twitter (@NBAFrance) and Instagram (NBAEurope).  In addition, fans in France can watch live NBA games on beIN Sports and NBA League Pass, including 46 weekend primetime games on Saturdays and Sundays during the 2021-22 NBA season.  Fans can also purchase the latest NBA merchandise at

About ISG
L’ISG a été créé en 1967. Membre de la Conférence des Grandes Écoles, elle est présente dans 8 villes en France (Bordeaux, Lille, Lyon, Nantes, Nice, Paris, Strasbourg et Toulouse).  Elle propose aujourd’hui 8 programmes. Depuis 5 ans, l’ISG déploie aussi son expertise dans l’univers du Management du Luxe. En 2021, elle s’accompagne d’un acteur emblématique du sport, la NBA, pour créer un programme entièrement dédié aux passionné(e)s de ce secteur et les former aux métiers du sport business et du management dans 5 grandes villes de France (Paris, Lille, Lyon, Montpellier et Nantes).

L’ISG forme chaque année 4.500 étudiants dans l’ensemble de ses programmes, compte 160 partenariats internationaux et propose plus de 50 double-diplômes.

About the NBA
The NBA is a global sports and media business built around four professional sports leagues: the National Basketball Association, the Women’s National Basketball Association, the NBA G League and the NBA 2K League.  The NBA and the International Basketball Federation (FIBA) also jointly operate the Basketball Africa League (BAL).  The NBA has established a major international presence with games and programming available in 215 countries and territories in more than 50 languages, and merchandise for sale in more than 100,000 stores in 100 countries on six continents.  NBA rosters at the start of the 2020-21 season featured 107 international players from 41 countries.  NBA Digital’s assets include NBA TV,, the NBA App and NBA League Pass.  The NBA has created one of the largest social media communities in the world, with 1.9 billion likes and followers globally across all league, team, and player platforms.  Through NBA Cares, the league addresses important social issues by working with internationally recognized youth-serving organizations that support education, youth and family development, and health-related causes.