The NBA and Adidas have announced a multi-year partnership extension, extending the partnership beyond 20 years despite Adidas being replaced by Nike as the official uniform and apparel supplier in 2017.

The extension covers the NBA, WNBA, and NBA G League and will see Adidas remain the global marketing partner of the leagues’ footwear category.

Adidas head of NBA marketing, Austin Hodges, said: “We look forward to the continued success of our 20-year partnership, one that features two globally iconic brands dedicated to growing the game and changing lives through the power of sport.”

Adidas’ reach over the NBA and WNBA world is extended across major stars such as James Harden, Damian Lillard, Candace Parker, and Donovan Mitchell.

The NBA also recently announced Coinbase as the exclusive cryptocurrency platform partner of the NBA, WNBA, NBA G League, NBA 2K League, and USA Basketball in a multi-year partnership.

As part of the deal, which is the first cryptocurrency platform partnership for the leagues, will see Coinbase work to educate fans on unique content, innovations, and activations across the cryptocurrency world with a brand presence across US nationally televised games.

Coinbase chief marketing officer, Kate Rouch, said: “The freedom to participate and benefit from the things you believe in is at the heart of Coinbase’s mission.”

“Nobody believes this more than NBA and WNBA fans.

“We’re proud to become the leagues’ official cryptocurrency partner.

“As part of the partnership, we will create interactive experiences to engage with the NBA and WNBA’s incredible community and athletes around the world,” Rouch said.

NBA senior vice president of global marketing partnerships and media, Kerry Tatlock, said: “As a trusted cryptocurrency platform used by millions, Coinbase is a natural fit as the NBA’s first-ever partner in this thriving category.”

“We look forward to collaborating with Coinbase to provide fans with new ways to engage with the league and each other, while also enhancing the experience for fans who are already Coinbase users,” Tatlock said.