Brand Extensions Russia JJP has been appointed licensing agent for the NBA in Russia and CIS.
The company - formed by JELC and PJB Brands last year - will focus on identifying partners for the National Basketball Association. It will seek licensees to get branded product into multiple categories including back-to-school, home furnishings and publishing.
The existing NBA licensee base includes relationships in the apparel, interactive games, sporting goods, trading cards and sticker categories.
NBA merchandise is on sale in more than 125,000 stores across 100 countries. The brand has more than 300 million fans and followers across the globe.
"We are thrilled to be working with Brand Extensions Russia to further broaden the assortment of NBA licensed products in the Russian Market," said Dan Markham, VP Media Distribution & 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."
Janet Woodward, Director, JELC, added: "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.
"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."
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