London Lions Secure Landmark Multi-Year Partnership with Jordan Brand to Drive Global Growth

The London Lions have announced a multi-year partnership with Jordan Brand, establishing the club as the first British professional basketball team to secure an official kit and apparel agreement with the iconic global brand.

Commencing ahead of the 2026–27 season, the partnership will see both the London Lions’ men’s and women’s teams compete in custom Jordan Brand game kits across all domestic fixtures and high-profile European competitions, including their anticipated return to the BKT EuroCup.

Beyond competition, Jordan Brand will actively invest in the club’s extensive youth programs, providing support for the Lions’ talent pathway extending from grassroots academies right through to the professional ranks.

This grassroots integration is specifically designed to leverage Jordan Brand’s unparalleled influence in global sports culture to inspire the next generation of athletes while creating new revenue streams and enhanced community engagement models for the organisation.

The partnership arrives at a pivotal juncture for the London Lions, who are entering an ambitious new phase of development following a clean sweep of domestic silverware.

The club aims to accelerate its commercial growth, expand retail supporter merchandise sales, and cement London as a major hub for competitive European basketball. In addition to on-court apparel, the organisations will collaborate on bespoke community experiences and cultural initiatives throughout the 2026–27 season.

The first official Jordan Brand game kit will be unveiled prior to the commencement of the upcoming season, alongside additional details regarding retail supporter apparel and upcoming commercial activations.

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