NBA and Suditi Sports Apparel Extend Licensing Collab

The National Basketball Association (NBA) and Suditi Sports Apparel Ltd. (SSAL) have jointly declared a multiyear expansion of their ongoing merchandising partnership. Suditi, a prominent player in apparel exports, is set to enhance its creation and distribution of officially licensed NBA fanwear across India. This development reinforces the enduring relationship between the two entities, with Suditi continuing as one of the exclusive manufacturers of licensed NBA apparel in the Indian market.

As a result of this expansion, fans in India will now enjoy an extended array of officially licensed NBA merchandise. This encompasses fanwear inspired by current and former players, along with a diverse selection of apparel, headwear, innerwear, accessories, and more. Suditi's direct-to-consumer platform, ShopTheArena.com, will host the entire collection, while offline and online retail channels nationwide will also feature the expanded range of NBA fanwear.

Sunny Malik, NBA India Business Head of Global Partnerships and Media said, “Over the past five years, Suditi has played a vital role in helping us grow basketball and the NBA’s popularity in India. There’s clear demand for a more comprehensive range of NBA merchandise in the country, which is reflected by the fact that sales from NBA-branded Suditi products have grown four times since the launch of our collaboration.  We expect that trend to continue as part of this multiyear expansion and look forward to continuing to work with Suditi to produce fanwear that empowers fans in India to represent their favorite teams and players in style.” 

Harsh Agarwal, Co-Founder, Suditi Sports Apparel Limited said, “The NBA is one of the best brands globally, and we are excited to build on our valued merchandising relationship with them. The past five years have been a privilege, offering us the opportunity to learn from both the NBA and Indian consumers. The next phase of our journey will focus on leveraging these learnings to drive growth in the merchandise segment in India. We look forward to our continued collaboration with the NBA and to bringing a diverse array of products to India’s thriving consumer market.”

The 2023-24 NBA season is airing live in India on Sports18-1, Sports18 Khel, JioCinema, and NBA League Pass, the league’s premium live game subscription service available via the NBA App.