EASL Seals Landmark Multi-Year Deal with Under Armour, Elevating Asian Basketball and Youth Development
The East Asia Super League (EASL) has announced a significant multi-year partnership with global sports apparel giant Under Armour. This collaboration will see Under Armour become the official clothing and footwear provider for all players and teams within the 12-team professional basketball league. The deal signifies a major stride in EASL’s ambition to grow its profile and impact across the continent, extending its reach into the league’s crucial youth development initiative, EASL Future Champions.
The EASL, a premier professional basketball league in the region, features prominent teams from across East Asia. Hong Kong Eastern, a participant in this season’s competition, is currently in the second year of a two-year deal, highlighting the league’s established presence. Last season, Hong Kong Eastern showcased a competitive spirit, securing victories in half of their six group stage matches and narrowly missing out on a semi-final berth in Macau.
This new alliance with Under Armour is viewed as a pivotal moment for the EASL. Henry Kerins, the league’s CEO, expressed his enthusiasm, stating, “Partnering with a globally recognised brand like Under Armour is an incredibly important step in EASL’s growth.” He further elaborated on the symbiotic nature of the partnership: “Their success and worldwide reputation strengthen our ability to elevate Asian basketball, and in return, we will use our international platform to champion their brand throughout the region. Together, we are pushing each other forward and raising the standard for the sport.”
The agreement is comprehensive, encompassing more than just on-court apparel. It includes the development of collaborative fan engagement programmes designed to deepen the connection between fans and the league. Furthermore, the partnership will support regional grass-roots projects aimed at nurturing basketball talent from the ground up. A key element will also be the creation of special edition product collaborations, which will be designed to celebrate and embody the vibrant spirit of Asian basketball.
Simon Pestridge, Under Armour’s Managing Director for the Asia-Pacific region, underscored the strategic alignment of the partnership. “We are a brand rooted in team sports, and our objective is to align the brand’s performance capabilities with the growth of the sport and the fostering of next-generation talents,” Pestridge commented. He highlighted the significance of the EASL collaboration for Under Armour’s regional aspirations: “The partnership with EASL is a strategic step to support the region’s developing basketball ecosystem and also reflects Under Armour’s focus on advancing basketball across Asia and expanding opportunities for athletes at all levels.”
Key Components of the EASL and Under Armour Partnership:
- Official Apparel and Footwear: Under Armour will provide clothing and footwear for all EASL players and teams.
- Fan Engagement Initiatives: Collaborative programmes will be launched to enhance fan interaction and involvement with the league.
- Grass-Roots Development: Support for regional projects aimed at cultivating grassroots basketball talent.
- Special Edition Products: Co-branded merchandise designed to celebrate Asian basketball culture.
- EASL Future Champions Support: The partnership extends to the league’s youth development programme, investing in the next generation of players.
This landmark deal is expected to significantly boost the profile of the EASL and Under Armour within the Asian sporting landscape. By pooling resources and expertise, both entities are poised to make a substantial contribution to the continued evolution and popularisation of basketball across the region, from professional leagues to aspiring young athletes. The synergy between EASL’s growing regional influence and Under Armour’s global reach promises a dynamic future for the sport in Asia.
