North American basketball’s NBA has announced a multi-year agreement with energy drinks brand C4 Energy, spanning the league’s key European markets.
C4 becomes the NBA’s official energy drink partner across France, Germany, Italy, and the UK, and will activate its partnership through integrated campaigns, digital content, retail programs, branded produce, and in-venue activations.
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As part of the partnership, C4 Energy will create NBA-branded content highlighting the league’s top moments on the NBA and C4 Energy’s European social channel.
The agreement also includes courtside integrations during Global Games in Europe, as well as meet-and-greets with NBA legends, premium hospitality experiences, and on-court moments.
Paul Coppin, vice president of marketing, Nutrabolt EMEA, said: “At C4 Energy, we exist to support the drive and determination that fuel success when the stakes are highest, and this collaboration brings visibility to that spirit on one of the world’s biggest sporting stages.
“Together, we aim to create unforgettable moments that connect with people who play, watch, and live the game, both on-and-off the court.”
The new agreement builds on C4 Energy’s previous collaboration with the NBA, which saw it serve as an associate partner during this year’s NBA games in Berlin and London, featuring the Orlando Magic and Memphis Grizzlies on January 15 and 18, respectively.
Meanwhile, Basketball Africa League (BAL), the top-tier pan-continental league co-organized by NBA Africa and the International Basketball Federation (FIBA), has secured German sportswear giant Puma as its official outfitter ahead of the 2026 season.
Under the new multi-year partnership, Puma will supply all official BAL team, fan, and referee apparel, including game uniforms, warm-up gear, practice wear, accessories, and branded tops for participants in the league’s social impact and player programming.
The partnership will begin next Friday (March 27) as the 2026 BAL season tips off at SunBet Arena in Pretoria, South Africa.
BAL president Amadou Gallo Fall said: “Our collaboration with Puma reflects our shared commitment to elevating the African sports industry and basketball in particular.
“Puma’s innovation, creativity, and deep connection to the continent’s sports ecosystem and our game make them an ideal partner to help us continue to raise the standard of African basketball, enhance the experience for teams, players, and fan, and drive the BAL’s continued growth.”
Puma joins the BAL’s portfolio of partners, which also includes the Rwanda Development Board, Afreximbank, Air Senegal, Amazon Web Services, Castle Lite, Wilson, and RwandAir.
The new deal and season come as the sales process of 12 new franchises for the BAL continues.
The 2026 BAL season will feature 12 club teams from 12 African countries, playing 42 games in Pretoria, Rabat, and Kigali, while also participating in their own domestic leagues.
Last September, NBA commissioner Adam Silver announced plans to add 12 more teams to the league to bring it closer to a format like that of European basketball’s EuroLeague, which features both permanent teams and invitees that may change from year to year.
Any franchise sales would also come with rights to build home arenas and training centers for those franchises, which could aid the commercialization of those franchises by bringing in revenue from concerts or other sports events.
Silver said that, eventually, should the NBA grow in Africa and its European ambitions be realized, the BAL may be closely integrated with the NBA in the US.
It is hoped that BAL can avoid recent issues such as the non-payment of players and create a more consistent league lineup (since its inception, 30 teams from 21 countries have played in the 12-team competition.
Indeed, thus far only two teams, Angola’s Petro de Luanda and Tunisia’s US Monastir, have played in all five BAL seasons, and no other side has played in more than three.
