Premier League and NBA discuss marketing tie-up

The Premier League and the National Basketball Association are in talks about possible marketing tie-ups as the two seek further international expansion.

Senior representatives from the football and basketball leagues have met in London to discuss how they might work together on commercial ventures, according to a report in The Financial Times.

The two also reportedly discussed international media rights strategies with a focus on the Asian market where football is hugely popular.

David Stern, NBA commissioner, told the newspaper the association can learn from the Premier League’s ability to negotiate media deals and split packages, adding the English league is “a bit ahead” in terms of attracting foreign investment.

The Premier League recently announced a £1.8bn three-year broadcast agreement with BSkyB and Setanta. Its current international broadcast rights deal is worth about £650m with a new deal set to be announced shortly.

In contrast, the NBA has $7.8bn ($4.9bn) eight-year deal split between ESPN, ABC and the TNT channel.

The Premier League has also attracted an array of foreign investment from the likes of Russia, USA and famously Abu Dhabi, whose Abu Dhabi Group bought Manchester City last year.

A recent report from the Deloitte said broadcast deals help Premier League clubs remain the biggest earners in world football, with the top 20 clubs generating around £1.4 billion in turnover.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here