NBA Renews/Extends Partnership for Ben 10: Alien Force

ATLANTA: Cartoon Network Enterprises (CNE) and the National Basketball Association (NBA) have renewed their co-branding partnership for the boys’ action franchise Ben 10: Alien Force and extended the agreement to include a new line from Spalding.

The deal extension covers the 2009-10 NBA season, and builds on the successful launch of a co-branded youth apparel line from Outerstuff that premiered at the 2009 NBA All-Star Game in Phoenix. The newly expanded agreement includes a line of co-branded basketballs from Spalding. New designs integrating Ben 10: Alien Force characters with NBA league and team logos and mascots will be created for the apparel line, while an all-new range of Spalding basketballs will also feature co-branded designs. The new products will debut at the NBA All-Star 2010 in Dallas in February, and will also be distributed at NBA arenas throughout the country, the NBA Store in New York City, on CartoonNetworkShop.com, the NBAStore.com and additional retail outlets. 

“The long-standing partnership between Turner and the NBA is one that we value and that has provided unique opportunities across a variety of platforms and audiences,” said Christina Miller, the senior VP of Turner Sports Strategy/Marketing/Promotions and Cartoon Network Enterprises. “Specifically in the kids space, this expansion of our relationship and program demonstrates the value and success of the program and the great synergy that exists between the Ben 10 brand and the NBA and our respective audiences.”

“We had a very positive response from our fans when we launched the initial Ben 10 NBA collection and the expansion of this year’s line with Spalding will help us continue to build upon a successful program,” added Lisa Piken, the senior director of apparel and accessories for the NBA Global Merchandising Group.