Jabong partners with Sony Six for NBA Jam in Mumbai

NBA Jam, thelargest 3-on-3 college basketball and youth festival ever held in India, powered by Jabong.com was held at High Street Phoenix, Mumbai.  The event will travel to 16 cities with over 3,000 teams participating across the country.  The National Basketball Association (NBA) and Sony Six have partnered to bring the event back to India for the second consecutive year.

High Street Phoenix witnessed more than 150 teams participating in the 3-on-3 tournament. With more than 60 colleges participating, the NBA Jam was the largest 3-on-3 tournament ever to take place in the city. Actress Neetu Chandraa, a basketball and NBA Fan, was also seen engaging with the youth in Mumbai to grow the sport and drive participation in NBA Jam.  In addition, the Sacramento Kings’ dance team travelled to Mumbai from the US and entertained fans with high-energy performances.

“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.

The interactive basketball festival is focused on growing and eliciting participation in basketball across India by combining exciting on-court competition with interactive games and contests designed to engage college youth and grow the NBA’s fan base.  More than 600 colleges across India will be engaged in order to drive awareness and generate registration for NBA Jam powered by Jabong.com.  NBA talent, including a legend, dance team and mascot, will travel to select cities to engage fans.

Commenting on this initiative, 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 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.

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 four 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. 

Speaking on the occasion, Rajendra Kalkar, Senior Centre Director, High Street Phoenix, said: “High Street Phoenix is excited to bring NBA Jam powered by Jabong.com to our prestigious venue.  High Street Phoenix has lent its support to the NBA over the last several years, hosting internationally renowned talent.  NBA Jam has brought consumers at HSP high-energy, fun NBA style entertainment.  

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. All the 15 outstation teams i.e. 1 boy and 1 girl from each city will be invited to Pune for a bigger and grander national final.