The LEGO Company and the National Basketball Association have teamed up in a multiyear global merchandising and marketing alliance - Toys: Vendor News - Brief Article

DSN Retailing Today, June 24, 2002

The LEGO Company and the National Basketball Association have teamed up in a multiyear global merchandising and marketing alliance. As part of the deal, the LEGO Company will use NBA league and team photos and player attributes in communication materials, retail promotions, products and packaging to launch a global marketing campaign.

In return, LEGO will have a feature area on NBA.com dubbed the LEGO Creative Play of the Week. In addition, starting next season, LEGO products will be carried at the NBA Store on Fifth Avenue in New York City. The partnership, which is geared to help LEGO in its quest to "become the world's strongest toy brand among families and children," will lay the foundation for a new category of toys called LEGO Sports. LEGO Sports seeks to marry creative play with "build-and-compete" sports games.