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Express clothing brand expands partnership with NBA

US clothing brand Express has expanded its partnership with the National Basketball Association, with a new ad campaign and line of NBA-licensed apparel to follow.

Announcing the new multi-year deal, Express unveiled its latest ‘NBA Game Changers’ ad campaign and new NBA menswear range.

Express will launch its NBA Game Changers ad this month, and will launch its new NBA collection in November, available in store and at Express.com.

This year’s ad campaign features NBA All-Star Victor Oladipo; Mo Bamba of the Orlando Magic and Trae Young of the Atlanta Hawks; John Collins of the Atlanta Hawks; and Jamal Murray of the Denver Nuggets.

During the 2017-18 season, Express ran its first NBA Game Changers campaign, featuring Brandon Ingram, Denzel Valentine, Jamal Murray and John Collins.

The collection will initially be limited to t-shirts and fleeces, but will expand next year to include blazers, dress shirts, ties and underwear. Express will also introduce a women’s collection in 2019.

In February next year, Express will have brand visibility at the NBA All-Star Game in Charlotte, North Carolina.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.