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Under Armour expands NBA partnership

Sportswear company Under Armour has expanded its partnership with the North American NBA basketball league in a new multi-year deal to begin in 2018.

Under Armour will sponsor the NBA’s pre-draft showcase, the Draft Combine, and the league’s youth basketball programme. Under Armour will also develop a retail line of NBA Draft Combine apparel for fans.

The company first linked up with the NBA in 2011, and the length of the expanded deal has not been disclosed.

“Under Armour and the NBA share a commitment to basketball, fitness, and healthy living,” Emilio Collins, the NBA's executive vice-president for global marketing partnerships, said.

Under Armour will promote its NBA ambassadors, such as reigning MVP and 2015 NBA champion Stephen Curry (pictured), in its campaigns.

In June, sportswear rival Nike secured an eight-year merchandising and marketing contract with the NBA, replacing Adidas as the league’s exclusive apparel provider.