Australia’s premier basketball tournament, the National Basketball League (NBL) has revealed that Champion will become the competition’s official on-court player apparel partner.

The three-year deal will see Champion design new jerseys for the 2020/21 NBL season, on top of a range of casual streetwear for consumers.

NBL Owner and Executive Chairman Larry Kestelman stated: “We are thrilled to welcome Champion into the NBL family during a very exciting time for the sport.

“There’s never been a better time to join the NBL. With record attendances, a growing global audience and an incredible quality of basketball, I firmly believe the NBL is now the best league in the world outside of the NBA.”

The partnership further enhances Champion’s relationship with the sport having produced NBA jerseys during the 1990’s.

Kestelman added: “Champion is an iconic brand and we look forward to working with them and creating something special for players and fans.

“We would also like to thank Justin Kestelman and his team at First Ever for creating an amazing apparel program and growing the category to a level that a brand like Champion is partnering with the NBL.”

This will be Champion’s second partnership with the NBL after the HanesBrands owned company sponsored the 2020 Rookie of the Year award at the tournament’s latest ceremony.

David Bortolussi, Group President of HanesBrands concluded: “Australia’s passion for basketball is growing rapidly and our partnership with NBL is an exciting one.

“Champion is passionate about supporting athletes to achieve their potential, from the elite level in the NBL to grassroots, we encourage everyone to ‘Be your own Champion’.

“We’ve been producing Authentic American Athletic Wear since 1919 and we look forward to bringing our sport capability to the on-court apparel range for players and developing street wear for fans to enjoy.”

Insider Insight: Champion’s deal with the NBL further shows that the firm is committed to identifying itself as the basketball apparel brand. The tactic could prove to be a shrewd move because as the company grows so does Champion’s marketing opportunities. 

The deal is also significant for the NBL which continues to develop and push its boundaries in an attempt to become the second best basketball league in the world.