NBA announces marketing partnership with Indian multiplex chain INOX


For true fans, the most intense NBA games are more entertaining as any blockbuster or award-winning movie. There's drama, there's action, there's suspense, there are gasps, cheers, some comedy, some heroes, some villains, and a whole lotta fun.

So, it only makes sense that the NBA's next partnership in India is with a multiplex group, one that will bring the NBA brand close to where you watch your favourite movies.

On Friday, right in the midst of the NBA Finals, the league in India announced its marketing partnership with India's second-largest multiplex chain, INOX Leisure Ltd. (INOX), with plans to integrate the NBA into select cinemas across Delhi, Hyderabad, Kolkata, Mumbai and Pune.

As the NBA's Exclusive Multiplex Partner in India, INOX will introduce numerous NBA elements in and around its cinema houses, including co-branded inflatables and popcorn buckets, NBA posters and NBA jersey wall displays. INOX will host screening parties for select games throughout the NBA season, along with meet-and-greet sessions with former NBA players.

"With a clear focus on curating the best experience for our patrons, we have continuously been working on partnerships to help us elevate their cinema-going experience," said Alok Tandon, CEO of INOX Leisure Limited. "This partnership with the NBA adds a global touch to our brand offering and a new dimension to INOX, and we invite our patrons across the country to come forward and experience the NBA for themselves."

"We are thrilled to partner with a dynamic brand like INOX to further connect with our fans in India," said Diane Gotua, NBA Vice President of Global Business Operations. "This is an ideal way for us to generate awareness and engagement for the NBA at a large scale and reach new and existing fans alike across the country."

This is fantastic news: not only will it increase visibility of the NBA's brand and players across to a new urban movie-going audience in India, but it will also allow for the exciting possibility of live game showings on the big screen. Of course, the timing of live games will always remain an issue all those time zones away from North America, but the league has already introduced new schedules in the course of the last few seasons to better suit primetime viewing hours for Indian fans. Hopefully, by the time next year's Finals roll around, I'll get a chance to watch the top teams in a 'movie theatre' atmosphere.

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