Sports Sports Licensing 

NBA’s flagship store opens in London 

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NBA’s flagship store opens in London 

Finally, good news for basketball fanatics in the U.K. The National Basketball Association has opened a flagship store in Central London. The two-storey retail outlet has been launched in partnership with Fanatics, a licensed sports merchandising brand. The store would be the home to everything sporty including official merchandise, memorabilia, and customised products.

There is also a wide variety of merch on sale including apparel, toys, headwear, and collectibles. Fans would be spoilt for choice as there aren’t just a plethora of options to choose from but also customisation options available. One can customise their jerseys and hats for every team in the NBA.

During the launch of the store, NBA EME director of global partnerships Steve Griffiths said, “U.K. fans are true connoisseurs of the game, and through our partnership with Fanatics, fans of all ages will be able to celebrate their love of the NBA with an extensive range of official and exclusive merchandise.”

Design touches reference London’s evolving role in the NBA, with wall decals of badges representing every regular-season game that has been held in the U.K. capital since 2011. Additionally, a huge image of Shaq adorns one wall, taken in a classic London red phone box to mark Orlando Magic’s game with the Atlanta Hawks at Wembley Arena in 1993.

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