Gatorade signe le premier contrat naming de l’histoire du sport U.S.

La National Basketball Association (NBA) a annoncé aujourd’hui la reconduction de son partenariat avec la amrque de boissons énergétique Gatorade; un partenariat qui incluera désormais le naming de la NBA Development League (la D-League).

Le contrat, qui prendra effet à partir de la saison 2017/2018, permettra à Gatorade de récupérer les droits de naming de la ligue mineure de la NBA, qui sera renommée la NBA Gatorade League (ou NBA G-League).

Ce deal marque d’ailleurs la première fois qu’une ligue sportive professionnelle américaine vend ses droits de naming à un annonceur. Dans le cadre de ce contrat, le logo de la nouvelle G-League sera visible sur tous les ballons de matchs, les maillots des équipes, la signalétique sur le terrain et les prises de paroles digitales de la ligue. De son côté, Gatorade s’est engagé à collaborer avec les joueurs et les équipes pour fournir ses produits à la G-League. Le Gatorade Sports Science Institute (GSSI) continuera à collaborer avec la Ligue dans le cadre de différents programmes visant à améliorer les performances et capacités de récupération des joueurs. 

« En tant que marque iconique et partenaire fondateur de la NBA Development League, Gatorade était le partenaire idéale pour ce partenariat unique en son genre », a déclaré Mark Tatum, NBA Deputy Commissionner et Chief Operating Officer. « La NBA D-League a préparé des centaines de joueurs pour la NBA et Gatorade a toujours concentré ses efforts pour permettre aux joueurs de produire la meilleure performance au plus haut niveau. Nous avons hâte de continuer cette collaboration, notamment avec l’équipe d’experts du GSSI, pour continuer d’améliorer la performance des joueurs et le développement du basketball. »

Ce contrat de naming prendra effet au moment où les passerelles entre la NBA et la G-League augmentent. En effet, à partir de la saison 2017/18 (la première sous son nouveau nom de G-League), les équipes NBA auront le droit d’avoir 2 « two-way players » dans leurs effectifs, capables d’évoluer à la fois en NBA et en G-League.

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