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Puma targets market disruption with Basketball Tournament tie-up

German sportswear company Puma has built on its recent return to the basketball market by agreeing a multi-year partnership with The Basketball Tournament, a summer league in the US.

Under the deal, Puma becomes the exclusive footwear and apparel partner of TBT. Puma will receive promotional rights to all TBT games, including a significant presence on-site as well during all games televised by US sports broadcaster ESPN.

As part of the partnership, Puma is also offering an official endorsement deal to any player who competes in TBT and then signs with an NBA team the following season. Following last year’s tournament, 16 players signed deals with NBA teams during the 2017-18 season.

“Outside of a partnership with the NBA, TBT is a great alternative,” Adam Petrick, global director of marketing and brand for Puma, told the AdAge website. “As a newcomer in the sport we are really an underdog. So being able to align to an organisation that is trying to do new and interesting things, really to be disruptive in a positive sense, was great for us from a values proposition.”

Jon Mugar, founder and chief executive of TBT, added in a statement: “Partnering with an iconic brand like Puma is a game changer. Not only do they have a massive global footprint, but they also value creativity, risk-taking and the idea of challenging the status quo. This partnership is perfect in so many ways, and will result in an even more memorable and unique experience for basketball fans and players alike.”

The new season commences on Friday and runs through to August 3.