Nike has secured a 12-year extension to its global partnership with the National Basketball Association (NBA), the Women’s National Basketball Association (WNBA), and the NBA G League, reinforcing its position as the exclusive provider of on-court uniforms and apparel. The agreement solidifies the brand’s prominent role in basketball as it continues to lead in merchandise, marketing, and content partnerships with the leagues.
This extension builds on Nike’s existing deal, which began in 2015, making them the official on-court outfitter from the 2017-18 NBA season. The brand has been an NBA partner since 1992 and a supporter of the WNBA since its creation in 1997. The renewal marks another step in Nike’s long-standing commitment to the sport, aligning with its ongoing investment in basketball’s growth and innovation for future generations of players and fans.
Commitment to Innovation and Youth Development
Nike’s President and CEO, Elliott Hill, hailed the partnership, highlighting the brand’s deep connection to basketball: “Nike has always been more than a sponsor — we’re a strategic partner dedicated to growing the game alongside the NBA, WNBA, and NBA G League. Our global reach and love for the game will create new opportunities for players and fans.”
As part of the extended partnership, Nike will continue to design and manufacture uniforms and apparel for the NBA, WNBA, and G League, further pushing the boundaries of innovation. Beyond the on-court products, the partnership includes a renewed focus on grassroots basketball development, providing access to high-quality coaching, training, and playing standards for young players.
The Jr. NBA and Jr. WNBA initiatives, alongside global programmes like Basketball Without Borders, will be key components of this push to ensure more youth have access to basketball, regardless of background or ability. Nike’s commitment to increasing participation for girls will also be enhanced through tailored programmes under the Jr. WNBA umbrella.
Support for Women’s Basketball and Global Engagement
WNBA Commissioner Cathy Engelbert praised Nike’s long-term support of women’s basketball, emphasising that the deal is an opportunity to expand the reach of the women’s game: “Since the WNBA’s inception, Nike has been committed to a shared vision for girls and women’s basketball. This partnership will help enhance touchpoints across our fanbase and showcase the WNBA to a global audience.”
Additionally, Nike’s involvement will extend to marquee league events such as the NBA All-Star Game, WNBA All-Star, NBA Draft Combine, and international games like the NBA Global Games. Nike will also enhance its role in the growing world of basketball-related content and storytelling, offering fans unique products and experiences tied to their favourite teams and players.
Continuing Player Partnership
Nike also renewed its group licence agreement with the National Basketball Players Association (NBPA), making it the official partner of the association. NBPA Executive Director Andre Iguodala praised the extension: “We’re excited to continue showcasing our players’ efforts both on and off the court, driving basketball fandom and inspiring millions.”
As Nike and the NBA continue their long-standing collaboration, this 12-year agreement is expected to usher in a new era of development, storytelling, and engagement for the sport. With a focus on youth participation and the continued growth of the women’s game, the partnership aims to leave a lasting impact on basketball globally.