Nike Extends 12-Year Global Partnership with NBA, WNBA, and G League
Nike Inc. has recently solidified a historic 12-year global partnership extension with the NBA, WNBA, and NBA G League, marking a significant milestone in the world of sports apparel. This groundbreaking agreement cements Nike’s exclusive role as the official on-court uniform and apparel provider for all three leagues until 2037, promising a continued collaboration that will bring innovation, storytelling, and high-performance gear to athletes and fans alike.
Under the terms of the renewed partnership, Nike will retain full creative control over designing and manufacturing uniforms for the NBA, WNBA, and G League. With a rich history in basketball that spans back to 1992 with the NBA, Nike’s involvement in the WNBA since its inception in 1997, and more recently, its partnership with the NBA G League since the 2017-18 season, the brand has established itself as a key player in shaping basketball culture.
Elliott Hill, President and CEO of Nike Inc., emphasized the brand’s deep-rooted commitment to the sport, stating, “Nike has always been more than a league sponsor — we’re a strategic partner with an unwavering commitment to growing the game, alongside the NBA, WNBA, and NBA G League. Our collective influence, global presence, and genuine passion for the sport will continue to pave the way for new opportunities for players and fans.”
The extended partnership will prioritize the delivery of high-performance gear catering to both athletes and fans, while also introducing engaging content and initiatives. A notable aspect of the agreement is Nike’s increased investment in the WNBA, demonstrating the brand’s dedication to promoting women’s basketball through innovative product design and global initiatives.
Sarah Mensah, President of Jordan Brand, echoed this sentiment, affirming, “This partnership extension underscores our ongoing dedication to expanding the game, championing basketball culture, and supporting the next generation of athletes. We place athletes and the game at the forefront of our efforts, and this extension will further unite players in their pursuit of excellence, as only NIKE, Inc. and our partners can.”
Beyond just providing uniforms, the partnership will introduce new programs focused on enhancing fan engagement through unique content experiences and membership initiatives. These endeavors aim to redefine the relationship between players, teams, and the global basketball community, fostering a deeper connection among all stakeholders.
With the contract renewal, Nike reaffirms its position as a trailblazer in the basketball realm, driving both cultural and performance innovations forward. Over the next 12 years, fans and players can anticipate cutting-edge apparel and gear, accompanied by inspirational narratives that will ignite the passion of the upcoming generation of basketball enthusiasts.