2nd November, 2014: Sprite and the NBA in partnership with Sony SIX brought unique NBA style entertainment to basketball fans at Cyber Hub. NBA Legend Bruce Bowen and Actor/VJ Rannvijay Singh engaged fans via exciting basketball games and clinics. There were special performances by international dunk team and local dance teams and loads of fun. The youth at Cyber Hub had the time of their lives at the Sprite NBA Street Blast.

The engagement activity was primarily focused on encouraging and eliciting participation to engage college youth and grow the NBA’s fan base. The activity will also drove awareness and helped generate registration for NBA Jam powered by Jabong.com which is currently taking place in 16 cities across India.

Jabong.com is the new powered by partner for NBA Jam, powering the online event registration and microsite: www.Jabong.com/nbajam. Jabong.com will create an NBAStore.in experience zone at each NBA Jam venue that will feature the latest NBA merchandise and exciting games to engage youth.

Mr. Debabrata Mukherjee, Vice-President Marketing & Commercial, Coca-Cola India & South West Asia was quoted saying, “Sprite is seen as a youth brand, brimming with spontaneity and quirkiness, qualities associated with highly creative people. Building on the brand’s personality, Sprite launched Sprite Till I Die, a digital initiative, last year which was a platform for youngsters to unleash their talent and creativity. The overwhelming response last year has made us take this initiative beyond digital and activate on-ground across cities this year. Sprite till I die is activated at 9 NBA Jam venues this year.
The Sprite NBA Street Blast is the perfect embodiment of the spirit of the brand and has displayed some incredible talent. Being a sports enthusiast myself I understand the importance of sports, integrating that into one’s lifestyle at a young age has an incredible impact and platforms such as NBA play a pivotal role in this integration.”

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 Jabong.com 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, Mr. Praveen Sinha, Founder and MD, Jabong.com 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.”

Mr. 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.

NBA Jam powered by Jabong.com will feature a variety of exciting contests to engage students:

Jabong.com NBA College Ambassador program – Jabong and the NBA are looking for the biggest NBA fan in each city. Fans in each city can register to be a part of the contest by posting an image of themselves on the NBA India Facebook page and Twitter using the #JabongNBAicon hashtag. Participants that generate the most “likes” and “retweets” will win in their respective city. Winners from each city will receive exclusive NBA merchandise and be entered into a national competition to find India’s biggest NBA ambassador.
Jabong.com Internship Challenge – Jabong will provide one talented student with the opportunity to intern at the company’s headquarters in Gurgoan. To qualify, participants in each city can submit an application on Jabong.com. The 16 city winners will interview with Jabong’s senior management, after which one winner will receive a three-month internship.
Head-to-head dance and war of the DJ competitions will take place at each venue, allowing students to showcase their skills.

SONY SIX, the NBA’s broadcast partner in India, aired a record 14 games per week during the 2013-14 season, up from four the previous season. More than 50 million viewers tuned into NBA programs during the season, with an average per game viewership increase of 300 percent year over year.

Jabong.com, India’s leading sports, fashion destination, and the NBA’s e-commerce partner in India.. NBAStore.in has the most comprehensive product assortment ever available to fans in India.