Sprint and NBA Part Ways

League Is Shopping for New Wireless Sponsor

By Published on .

Sprint ad featuring Kevin Durant
Sprint ad featuring Kevin Durant  

The NBA is looking for a new wireless sponsor after parting ways with Sprint. The carrier has a four-year deal that runs through the end of the summer that will not be renewed.

"After careful evaluation, Sprint and the NBA have decided not to extend their marketing partnership," the two said in a joint statement. "We are proud of our four-year relationship and our joint efforts to leverage technology to bring the game of basketball closer the fans. Sprint's focus will remain squarely on its core business and in delivering consumers the best possible wireless experience."

The news was first reported by Sports Business Journal, which noted that the Sprint deal was valued at $222 million and signed in 2011 during the NBA lockout, representing the largest deal in league history at the time.

The publication reported that the NBA has already been shopping for a new wireless sponsor.

Sprint's NBA exit come less than a year after the company announced it was ending its Nascar sponsorship.

T-Mobile was the NBA's wireless sponsor before Sprint, holding the rights from 2005 to 2011.

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