BBL Signs Sportsdirect Partnership
The British Basketball League (BBL) has announced a new partnership with SportsDirect, expanding its recent run of new commercial agreements, which has also seen the competition begin a new life on Eurosport.
Eurosport replaced Sky Sports as the official broadcaster for the 2013/14 season last week.
As the official retailer of the league, SportsDirect is to begin selling official Spalding-produced BBL apparel through its online store from November. All 12 club jerseys will be available on the site, while plans are in place to extend the offering to selected stores in the New Year.
SportsDirect, which operates over 400 stores across the UK, becomes the fourth company to partner with the BBL this week, following the likes of British Eurosport, Haven Holidays and Service Graphics.
David Leyden Dunbar, the league’s commercial director, said of the deal: ‘The appointment of an official retailer was always going to be a natural next step on from the unification of the league’s apparel provision under the Spalding brand.’
The BBL signed a new agreement with Spalding in April.
‘Working with Spalding we’ve been able to create a far more cohesive look and style across the whole league and forging a partnership with SportsDirect.com will allow us to reach an entirely new audience with our products,’ he continued.
