Nike, which has been a sponsoring partner of USA Basketball since 2006, has extended the relationship. The program keeps Nike as exclusive on-court and apparel provider of the USA Basketball men's and women's national teams.
The company will also sponsor USA Basketball-themed events and run media, advertising, and promotions, per USA Basketball. In addition, it will be an on-air presenting partner of USA Basketball exhibition games broadcast in the U.S.
Nike will be the official supplier of "compression" products for the USA men's and women's teams with its "Nike Pro Combat" line. Compression products refer to the form-fitting padded shorts players wear under their jersey trunks.
Jim Tooley, executive director and CEO of USA Basketball, says Nike is the first of what the association hopes will be around 20 sponsors of USA Basketball's new quadrennial -- or four-year period -- based on the Summer Olympic schedule.
Tooley says 90% of the two dozen or so competitions in which USA Basketball participates are outside the U.S., with the Olympics the most prestigious.
He says brands like Nike get broad international exposure with events like next year's World Championship Games in Istanbul, prior to which the U.S. teams will play exhibition games in the U.S. and Europe. "Nike will get exposure in the arena, but also through international and national broadcasts."