Reliance Retail, a subsidiary of Reliance Retail Ventures Ltd., has partnered with NBA for a multi-year collaboration to sell the organisation’s merchandise at its stores in India.

Built around five professional sports leagues – the NBA, WNBA, NBA G League, NBA 2K League and Basketball Africa League – NBA has established a major international presence with games and programming available in 214 countries and merchandise for sale.

The latest products are available at selected Reliance Retail stores across India and on a variety of e-commerce platforms including Reliance Retail’s website.

Reliance Retail will also offer interactive NBA experiences for visitors in stores such as sweepstakes, Reliance Foundation Jr. NBA activations and game highlights on TVs at the store.

The collaboration with Reliance Retail would strengthen its retail presence in India, said NBA Senior Vice President of International Licensing and Business Development, Rob Millman. He also added that, “As the NBA continues to become more popular in India, we make sure they have the same opportunities as Americans. That’s why we expanded our availability”.

Reliance Retail President & CEO (fashion and lifestyle) Akhilesh Prasad was equally thrilled and said: “Our goal is to ensure that Reliance Retail stores are the go-to destination for NBA fans across the country.”