NBA Reveals Looney Tunes Emea Partnership

The National Basketball Assocation and Warner Bros Consumer Products have agreed a new multi-year partnership to launch a series of products, events and promotional campaigns across Europe, the Middle East and Africa. 

The deal is designed to drive interest in basketball among children aged four to 12 and will feature apparel, accessories, toys, games and consumables. 

The products will integrate the popular Looney Tunes characters with the NBA’s branding, and feature Bugs Bunny, Daffy Duck and other Looney Tunes characters in NBA team jerseys. 

The joint venture, which was launched in London by Warner Bros characters and former NBA star Gary Payton (pictured), will also see the launch of the Looney Tunes Active! and Jr. NBA/Jr. WNBA basketball clinics at NBA events in Europe. 

Benjamin Morel, the senior vice president of NBA Europe, said: ‘The NBA is committed to growing grassroots basketball internationally through the Jr. NBA/Jr. WNBA programme.’

‘This multi-faceted partnership with Warner Bros Consumer Products is an ideal brand match for the NBA and through the association with the globally recognised Looney Tunes characters, will help grow participation in a fun way while promoting the benefits of leading a healthy lifestyle through basketball.’

Pilar Zulueta, executive vice president and general manager of WBCP EMEA, added: ‘Looney Tunes Active! has been widely successful in communicating the importance of living an active lifestyle to children.’ 

‘The partnership with the NBA provides us with direct access to a vast new audience and an opportunity to leverage our iconic Looney Tunes characters to promote the importance of living an active lifestyle through basketball. ‘Cool Characters, Hot Hoops’ is a fun, interactive initiative, and the partnership with the NBA, one of the most respected sports brands in the world, can only serve to drive Looney Tunes Active! to even greater heights.’