Buy now, pay later (BNPL) platform Klarna has announced a partnership with the NBA’s Chicago Bulls that will promote Klarna’s all-in-one shopping service and interest-free Pay in 4 option through in-stadium experiences, shoppable content, exclusive offers and limited-edition merchandise, according to a Tuesday (Jan. 18) press release.
Bulls players Zach LaVine and Lonzo Ball have also partnered with Klarna as brand ambassadors, the release stated. They will showcase their personal style through activations, custom social content and more.
“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,” said Klarna Chief Marketing Officer David Sandstrom in the release. “Together, we will showcase how brands and teams can align to provide a more meaningful and engaging experience for fans.”
Through the partnership, Klarna and the Chicago Bulls will roll out multiple initiatives in the next few months, including exclusive fashion collaborations, according to the release. There will also be shoppable social and digital content that includes fashion looks by LaVine and Ball, along with “behind-the-scenes pre-game styles and must-have essentials.”
Fans can engage with the Bulls through co-branded activations, in-stadium experiences involving Benny the Bull, exclusive offers and more. Klarna branding will also be incorporated into the game-day experience in multiple ways, including on the arena scoreboard and LED boards as well as Bulls practice jerseys.
“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 Chicago Bulls Executive Vice President of Revenue and Strategy Matthew Kobe in the release. “Our partnership with Klarna will further the Bulls’ commitment to combining sports and tech to create revolutionary experiences for our fans.”
Meanwhile, sports fans visiting the United Center in Chicago can take video and photo selfies with augmented reality (AR) versions of players and mascots through the “Pose with the Pros” experience, a partnership between AT&T, the Bulls and fellow United Center resident Chicago Blackhawks.