About Boardroom

Boardroom is a media network that covers the business of sports, entertainment. From the ways that athletes, executives, musicians and creators are moving the business world forward to new technologies, emerging leagues, and industry trends, Boardroom brings you all the news and insights you need to know...

At the forefront of industry change, Boardroom is committed to unique perspectives on and access to the news, trending topics and key players you need to know.

All Rights Reserved. 2022.

NBA Names Foot Locker Official Marketing Partner

The NBA announced a multi-year deal with Foot Locker that makes it an official league marketing partner in the U.S.

The NBA and Foot Locker have announced a multi-year deal that makes the global footwear and apparel leader an official league marketing partner in the U.S.

The two brands will hold special activations and collaborations at marquee events during the NBA season, including All-Star weekend. To celebrate the partnership, Foot Locker had an NBA takeover of its flagship Times Square, New York City location, with the store’s 300-foot digital screens counting down to the official launch.

As part of its new pact, Foot Locker will receive media exposure, including on-court virtual signage during nationally televised broadcasts and on league digital and social media platforms.

Sign up for our newsletter

Get on our list for weekly sports business, industry trends, interviews, and more.

“We are thrilled to deepen our partnership with Foot Locker, a brand entrenched in basketball and pop culture,” said Salvatore LaRocca, the NBA’s president of global partnerships. “Foot Locker will offer its customers an elevated connection to the NBA through a variety of marketing programs, bringing our fans closer to the game.”

Additionally, members of Foot Locker’s FLX loyalty program will get additional connection points through the partnership.

“This exciting partnership cements Foot Locker’s position at the center of basketball and sneaker culture and expands our collaborative journey with the NBA,” added Frank Bracken, Foot Locker’s executive vice president and chief commercial officer.  “We look forward to working together to create unforgettable events and experiences that further engage NBA fans and our customers in support of our Lace Up plan.”  

Last week, Foot Locker launched The Heart of Sneakers, celebrating sneaker culture and its role in the sneaker community. Its star-studded holiday campaign will feature Kevin Durant, LaMelo BallAnthony Edwards, and Steph Curry.

Want more NBA?

About The Author
Shlomo Sprung
Shlomo Sprung
Shlomo Sprung is a Senior Staff Writer at Boardroom. He has more than a decade of experience in journalism, with past work appearing in Forbes, MLB.com, Awful Announcing, and The Sporting News. He graduated from the Columbia University Graduate School of Journalism in 2011, and his Twitter and Spotify addictions are well under control. Just ask him.