Chinese electronics company Hisense has partnered with North American basketball’s top-tier NBA.

The deal, announces yesterday (March 30), sees Hisense become the official TV and home appliance partner of the league.

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It will also serve as the exclusive partner of X-Factor Moments, a weekly series on the NBA’s social media channels that features standout moments from matches throughout the 2023 NBA postseason.

In addition, Hisense USA will make NBA League Pass, the league’s premium live game subscription service, accessible on Hisense TVs in North America from the 2023-24 season.

David Gold, president at Hisense America, said: “With this collaboration, Hisense continues impressive growth in North America and around the world as a leading brand in the television and appliance industry. By teaming up with the NBA, we look forward to even more brand recognition and growth.”

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Hisense also recently expanded its partnership with the NRL, Australia’s top-tier rugby league competition.

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Meanwhile, sportswear brand Under Armour and US basketballer Stephen Curry have extended and expanded their partnership.

The long-term expansion with the Golden State Warriors point guard and four-time NBA Champion will see Curry take on a new role as president of Under Armour’s Curry Brand, working across basketball, golf, women, youth, and sportstyle.

He will also take on an advisory role working on brand promotion, recruitment, and expansion of Under Armour's athlete roster.

Under Armour has said the aim of the new deal is "to capture market share, fuel business growth and create new business opportunities on a global basis."

Image: Loren Elliott/Getty Images