NBA doubles international e-commerce presence with new Fanatics deal

Online sports apparel and merchandise retailer Fanatics has expanded its partnership with the National Basketball Association to launch official online NBA stores across 10 markets in the Asia-Pacific region.

The new agreement builds on the NBA’s existing relationship with Fanatics, which currently operates the flagship NBA Store in New York City, NBAStore.com, the league’s global e-commerce site, and NBAStore.eu, the official online NBA store for Europe.

With this partnership, official online NBA stores are now available in Australia, Cambodia, Japan, Laos, Malaysia, Mongolia, New Zealand, Singapore, Thailand and Vietnam. Visitors will be able to browse the stores in local currencies and benefit from shortened delivery times and reduced shipping costs as a result of Fanatics’ centralised distribution point in Asia.

“The NBA is becoming an increasingly global league, and we’ve seen a significant uptick in fandom across several regions throughout Asia,” Steve Davis, president of Fanatics International, said.  “This level of growth is very exciting, and Fanatics is committed to providing a best-in-class online shopping experience to provide these passionate fans with easy access to the largest assortment of officially licensed NBA merchandise available for all 30 teams.”

NBA Asia associate vice-president of global merchandising, Lesley Rulloda, added: “Basketball’s popularity in Asia-Pacific continues to grow, and our new online NBA Stores with Fanatics will allow us to reach and engage with our expanding fan base throughout the region.”

With the launch of the new online NBA stores, the North American league now has 20 international e-commerce sites.