In a deal that will be assessed more on its research and development indicators than traditional branding, Gatorade is counting on its bold makeover of the NBA D-League to serve as a petri dish for the company’s sports science laboratory.
The sweeping agreement includes title rights that will change the name to the NBA Gatorade League, or G-League, beginning next season and embed the G-League logo into every component of the NBA-owned entity. The league has about two dozen teams, including the…
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