The NBA Development League has inked a deal with Gatorade. The move has resulted in a name change and other marketing initiatives.
Beginning with the 2017-18 season, the NBA Development League will be renamed the NBA Gatorade League as part of a multiyear partnership between the National Basketball Association and the beverage giant. It is the first time a professional American sports league has named an entitlement partner.
In line with the alliance, a new logo will be featured across all game balls, team jerseys, on-court signage, and digital assets. Additionally, Gatorade will incubate its latest product and equipment innovations into NBA G-League locker rooms and teams will have the opportunity to collaborate with the brand.
Through its Sports Science Institute, the sports fuel company will partner with the league on programmes to enhance player performance and recovery. The main aim is to maximise the athletic potential and on-court performance of NBA players through education, innovation, and sports nutrition science services.
“The league has prepared hundreds of players, while Gatorade has always been focused on fuelling players to perform at the highest level. We look forward to collaborating with the renowned GSSI team to enhance player performance and our game,” said Mark Tatum, NBA Deputy Commissioner and COO.
The partners will also collaborate on behind-the-scenes video content which will capture players on their respective journeys, highlighting a shared commitment to enhancing performance through innovation.