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Nike adds London Game to NBA partnership

US sportswear company Nike has enhanced its relationship with the NBA by becoming the presenting partner of the North American basketball league’s upcoming game in London.

The Philadelphia 76ers face off against the Boston Celtics at The O2 on January 11 and Nike will receive prominent brand exposure at the event, including event logo inclusion and on-court and in-arena signage. 

Fan activations and promotions will also be organised in the build-up to and during the event.

Nike will also be the presenting partner of the upcoming NBA Mexico City Games, which will see the Brooklyn Nets take on Oklahoma City Thunder on December 7 and Miami Heat on December 9 at the Arena Ciudad de Mexico.

The 2017-18 season marks the start of Nike’s eight-year apparel partnership with the NBA. Nike, which has replaced German sportswear company Adidas in the role, is the first NBA apparel partner to have its logo on the on-court uniforms of teams.