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NBA, Sony SIX & Jabong partner to expand NBA Jam to 16 cities

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NBA, Sony SIX & Jabong partner to expand NBA Jam to 16 cities

The National Basketball Association (NBA) and SONY SIX are partnering to bring NBA Jam powered by back to India for the second consecutive year.   NBA Jam powered by, a touring college basketball and youth festival, will travel to a record 16 cities in India, up from four last year.  The event, which takes place from September 22nd  to December 6th , will feature the largest 3-on-3 tournament ever held in India, with more than 3,000 teams participating.

The traveling interactive basketball festival is focused on growing and eliciting participation in basketball across India by combining exciting on-court competition with interactive games and contests designed to engage college youth and grow the NBA’s fan base.  More than 600 colleges across India will be engaged in order to drive awareness and generate registration for NBA Jam powered by  NBA talent, including a legend, dance team and mascot, will travel to select cities to engage fans. is the new powered by partner for NBA Jam, powering the online event registration and will create an experience zone at each NBA Jam venue that will feature the latest NBA merchandise and exciting games to engage youth.

Sprite, the official beverage partner of NBA Jam, will provide students with the opportunity to be a part of its digital activation: Sprite Till I Die.  Young graffiti artists will have the chance to take part in the Sprite Graffiti Challenge and win exciting prizes.  The artists will have the option to upload their work on to take part in Sprite Till I Die Art.

Adidas, the official outfitter of NBA Jam, will provide players with jerseys for the 3-on-3 tournament.  In addition, adidas will bring back the “adidas Hoopstars” shooting competition to find the best shooter in each city, who will earn the latest, cutting edge adidas basketball gear.

“NBA Jam powered by will be bigger than ever this year, and we look forward to bringing the NBA experience to college students and youth in these 16 cities,” said Yannick Colaco, Managing Director, NBA India.  “From the largest ever 3-on-3 tournament ever held in India to shooting and graffiti competitions, I know sports fans across India will be excited to participate.”

Commenting on this initiative, Praveen Sinha, Founder and MD, said, “Following our association with the NBA that started earlier this year, we have seen a great response from our customers who are fashion and sports-oriented.  We are yet again elated to join the NBA for these events, which again give us an opportunity to showcase how Jabong is contributing to the basketball enthusiasts in the country and increasing awareness of the sport.  We extend our full support to the NBA’s initiative.”

Prasana Krishnan, Business Head, SONY SIX said, “We take immense pride in partnering with the NBA in bringing the second season of NBA JAM to India. Last year we went to 4 cities with this remarkable format and caught the imagination of many Indian sports enthusiasts. It is this overwhelming response, which propelled us to return this year taking this cultural extravaganza to 16 cities. With a remarkable format, NBA Jam will not only boost basketball participation in the country, but also strengthen the footprint of sports and drive viewership for NBA programs available exclusively on SONY SIX.”

The 3-on-3 national tournament, part of NBA 3X events conducted in 14 countries and 52 cities this year, will include divisions for both men and women ages 16-24.  The event will be divided into four “zones,” with four cities in each zone.  The winning team from each city will play the winning teams within their zone for the chance to compete in the National Finals which will take place in Pune.

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