By Thomas Hobbs

For the game (pictured), between the Toronto Rapters and Orlando Magic at the O2 Arena on 14 January, the US basketball brand attracted Marriott Rewards as its primary partner and streamed the match live across 31 Odeon cinemas across the UK. The NBA also used Müller as a social media sponsor and held in-store activations within London-based Adidas and Foot Locker stores.

This activity ties into a wider brand awareness drive in the UK. Last year, the NBA announced the expansion of a junior NBA Basketball England League that resulted in four leagues across London, Manchester and Birmingham, while Read full story ›

Source: Marketing Week