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NBA’s 76ers eschew naming rights strategy for new training complex

Toyota, NovaCare Rehabilitation, Virtua, NFI and Kimball Office have each signed on as founding partners of NBA basketball franchise the Philadelphia 76ers’ new training complex.

The team has opted not to include the name of a brand in the title of the facility, which will officially be known as the Philadelphia 76ers Training Complex.

Each of the five companies will receive promotion at the complex in their own individual way. Japanese automotive manufacturer Toyota will be granted brand exposure on the pole pads and apron on both of the NBA-size courts at the facility.

NovaCare, the team’s long-term exclusive physical therapy and athletic training partner, will serve as the health and wellness partner of the training complex. A NovaCare physical therapy location will be set up at the facility, while various educational initiatives will be launched in collaboration with the Sixers.

Non-profit healthcare company Virtua, also a partner of the team, will become the nutrition partner of the complex, with specialised nutrition plans to be drawn up as part of an enhanced agreement. The ‘Virtua Kitchen’ will also open at the complex and will act as a dining area for players and staff. A nutrition-focused online series will also be launched.

Logistics company NFI, a new partner, will serve as the Sixers’ official logistics provider and will oversee the team’s move from its previous training centre to the new facility. NFI signage will be located above the team’s practice courts, while various marketing and employee engagement initiatives will be launched.

Finally, office furniture manufacturer Kimball will take on naming rights to an ‘innovation lab’ at the training centre. Kimball will provide furniture for the space, which will be available to use for start-up companies.

“The opportunity to think differently and be innovative is the hallmark of this organisation and at the very foundation of the Philadelphia 76ers Training Complex,” the team’s chief executive Scott O’Neil said. “When an organisation sets out to build the biggest and best training complex in professional sports, you elevate your expectations, which also applies to creating the most strategic and authentic opportunities for marketing partners.

“These marketing partnerships provide the opportunity for major brands like Toyota to connect meaningfully with performance, NovaCare Rehabilitation with health and wellness, Virtua with nutrition, NFI with logistics, and Kimball Office with innovation; all while celebrating and highlighting the value of the Philadelphia 76ers brand within our new home.”