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Chicago Bulls deal sees Klarna move into NBA sponsorship

Fintech company pens multi-year partnership with franchise.

19 January 2022 Ed Dixon

Chicago Bulls

  • Bulls practice jerseys to get Klarna branding
  • Fans will have access to shoppable social and digital content
  • Bulls players Zach LaVine and Lonzo Ball named Klarna brand ambassadors

The National Basketball Association’s (NBA) Chicago Bulls have landed a multi-year partnership with financial services company Klarna.

The agreement will promote Sweden-based Klarna’s various payment services and options to Bulls fans, with co-branded in-stadium experiences, shoppable content, exclusive offers, and limited edition merchandise all set to feature during the partnership’s run.

The value of the contract has not been disclosed.

In separate deals, Bulls stars Zach LaVine and Lonzo Ball have been named Klarna brand ambassadors. The two will collaborate with the company for various elements of the Bulls partnership through activations and custom social content.

Klarna and the Bulls will launch multiple partnership activations in the coming months, including exclusive fashion collaborations inspired by the franchise’s history in the NBA. Fans will have access to shoppable social and digital content showcasing fashion looks by LaVine and Ball, as well as behind-the-scenes pre-game styles and other ‘must-have essentials’.

In addition, the partnership is promising to give fans the opportunity to engage with the Bulls through unique co-branded activations, in-stadium experiences involving the team’s mascot, and exclusive offers.

Klarna branding will also be incorporated into the gameday experience, including placements across the scoreboard and LED boards throughout United Center, as well as on the Bulls practice jerseys.

For Klarna, which says it has more than 90 million global active users and two million transactions a day, the Bulls arrangement adds to its sports sponsorship portfolio. In November, the company was named as a founding partner of the National Women’s Soccer League (NWSL) franchise Angel City, its first official partnership with a sports organisation globally.

“We’re excited to partner with Klarna to leverage the intersection of sports, fashion and commerce to provide Bulls fans opportunities to engage with our brand in a new way,” said Matthew Kobe, Chicago Bulls executive vice president, revenue and strategy.

“Our partnership with Klarna will further the Bulls’ commitment to combining sports and tech to create revolutionary experiences for our fans.”

David Sandstrom, Klarna’s chief marketing officer, added: “The Chicago Bulls are one of the most renowned teams in basketball history, and share Klarna’s commitment to challenging the limits of success within culture and commerce.

“Together, we will showcase how brands and teams can align to provide a more meaningful and engaging experience for fans.”

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