The History Channel signed a multi-year deal on Dec. 10 sponsoring the National Basketball Association Hardwood Classics program. The NBA is the first professional sports league to team-up with The History Channel to celebrate the league’s past with a series of retro games and multi-media programming. The new alliance begins immediately and will culminate for this season in the spring.
The NBA Hardwood Classics programming will include two NBA-produced one-hour documentaries to air on The History Channel. The History Channel will also have a prominent presence in NBA TV programming, NBA Hardwood Classics merchandise, NBA.com’s History section and select Hardwood Classics Night games, a series of retro games conducted by NBA teams that celebrates their past players, teams and prominent anniversaries. The History Channel will also have branding on hangtags of Hardwood Classics Nights jerseys sold at retail.
NBA Commissioner David Stern and The History Channel Executive VP and General manager Dan Davids announced the partnership at a press conference at the NBA Store in New York City. NBA legends Bill Walton and George Gervin were also present for the announcement.
“Our brands were drawn together by the public’s fascination with the past—from “retro” merchandise to “classic” games—people today want to understand their connection to yesterday,” said Commissioner Stern in a statement.
Strategic Sports Group, New York City, will manage the partnership with The History Channel.