NBA, Sony Six and partner to expand NBA JAM in India

MUMBAI: National Basketball Association (NBA) and Sony Six have come together yet again for the second edition of NBA JAM in India. Powered by, the touring sports event which last year visited only four cities will be travelling four times that number now- Yes, 16 cities!

The event which will take place from 22 September to 6 December 2014 features a 3-on-3 tournament format with more than 3,000 teams and more than 600 colleges participating. NBA talent, including a legend, dance team and mascot, will travel to select cities to engage fans.

NBA India managing director Yannick Colaco said, “Through this edition of NBA JAM, we look forward to bringing the NBA experience to college students and youth in these 16 cities. 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.”

Six will telecast important highlights and the finals of JAM. Sony Six business head Prasana Krishnan said, “We take immense pride in partnering with the NBA in bringing the second season of NBA JAM to India. 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 programmes available exclusively on Six.”

The 3-on-3 national tournament, part of NBA 3X events will be conducted in 14 countries and 52 cities this year and will include divisions for both men and women aged 16-24. 

The event will be divided into four zones with four cities in each zone. The winning team from each city will play the winning teams within their zone for the chance to compete in the national finals, which will take place in Pune., the new powered by partner for the property, has started an online event registration and a microsite  At each of the venues the e-commerce platform will create an NBA store in experience zone which will feature the latest NBA merchandise and exciting games for youngsters.

Sprite which is the official beverage partner will use its digital programme; ‘Sprite Till I Die’ to engage with students. This includes the ‘Sprite Graffiti Challenge’ where artists can upload their work on to take part in ‘Sprite Till I Die Art’ competition.

The official outfit partner Adidas, will provide players with jerseys for the tournament.  In addition, Adidas will bring back the ‘Adidas Hoopstars’ a shooting competition to find the best shooter in each city who will earn Adidas basketball gear. founder and MD Praveen Sinha informed, “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 again 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.”

The event will feature a variety of exciting contests to engage students such as: ‘ NBA College Ambassador’ programme – as part of this programme, Jabong and the NBA are looking for the biggest NBA fan in each city.  Fans in each city can register to be a part of the contest by posting an image of themselves on the NBA India Facebook page and Twitter using the #JabongNBAicon. Participants that generate the most likes and retweets will win in their respective city.  Winners from each city will receive exclusive NBA merchandise and be entered into a national competition to find India’s biggest NBA ambassador. 

‘ Internship Challenge’ – Through this, the e-commerce platform will provide one talented student with the opportunity to intern at the company’s headquarters in Gurgoan.  To qualify, participants in each city can submit an application on  The 16 city winners will interview with Jabong’s senior management, after which one winner will receive a three-month internship.

Besides these two programmes, head-to-head dance and war of the DJ competitions will take place at each venue, allowing students to showcase their skills.

As reported first by, Six aired a record 14 games per week during the 2013-14 season, up from four the previous season.  More than 50 million viewers tuned into NBA programmes during the season, with an average per game viewership increase of 300 per cent year over year, according to the channel.

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