Brand Extensions Russia, a joint venture formed by JELC and PJB Brands, will focus on identifying partners for the NBA across multiple categories including back-to-school, home furnishings and publishing.
“As awareness of the power of licensing and brands grows throughout Russia there is a clear thirst for iconic sporting names, and they don’t get much more iconic than the NBA,” says Janet Woodward, director, JELC. “Building the presence of a sports superbrand like the NBA in the Russian market is an opportunity that doesn’t come along often and it’s one we are looking forward to immensely.”
New partners will join an existing NBA licensee base that includes exclusive relationships in the apparel, interactive games, sporting goods, trading cards and sticker categories.
“We are thrilled to be working with Brand Extensions Russia to further broaden the assortment of NBA licensed products in the Russian market,” says Dan Markham, vice president media distribution and emerging markets, NBA EMEA. “It is important to provide fans with the ability to experience the NBA through an exciting range of products, allowing them to feel closer to the game.”