Jamaican Basketbal Association x adidas: commercial partnership

JaBA x adidas

Jamaican basketball is rising again, with renewed purpose, fresh energy, and a collective determination to elevate the sport both at home and on the world stage. A key force behind this momentum is the Bob & Rita Marley Foundation, led by CEO Cedella Marley, which has served as official ambassador and title sponsor of the Jamaica Men’s National Basketball Team’s FIBA World Cup qualifying campaign. Working closely alongside JaBA, the Foundation has helped grow the sport at every level, from grassroots youth programmes to securing the high-profile partnerships that are putting Jamaican basketball on the global map.

Once overlooked, it is now gaining traction thanks to a combination of strategic efforts, cultural pride, and a restored belief in what’s possible.

A Shared Vision: JaBA and B2S Group

At the center of this movement stands the Jamaican Basketball Association (JaBA), working alongside B2S Group to build a stronger, more visible future for the sport.

As long-term collaborators, we are proud to support JaBA’s growth, helping to shape its strategic direction and open new doors for Jamaican basketball to thrive.

One of the key milestones has been the new apparel partnership with adidas. In a historic first for Jamaican sport, this marks the first-ever apparel sponsorship agreement in the history of Jamaican national basketball, a defining milestone that signals the growing global profile of the sport in the Caribbean region. Under the agreement, adidas will serve as the official kit supplier and apparel partner of the Jamaica National Basketball Teams. In another historic first, the Jamaican national basketball kit will be available for purchase by fans worldwide. This collaboration is about much more than uniforms; it’s about identity. It represents a turning point in how Jamaican basketball is presented, both locally and internationally.

The deal was brokered by Business 2 Sports (B2S) Group, the leading sports consultancy that brought JaBA and adidas to the table, aligning shared values and a common vision for the sport’s next chapter. Beyond the prestige of wearing the three stripes, the partnership is designed to grow the commercial strength of the Association, creating new revenue streams and elevating Jamaican basketball’s commercial profile on the world stage.

 

Cedella Marley: The Heart of the Movement

Beyond partnerships and planning, the most powerful driver of this revival is Cedella Marley.

A true believer in the power of sport, Cedella is far more than an ambassador; she’s a passionate advocate for Jamaican basketball. She has consistently used her platform to spotlight the players, the people, and the potential of the game.

Through her involvement with JaBA and in close cooperation with B2S, she continues to push the sport forward with heart, pride, and purpose.

A New Generation of Talent

Now, the players are stepping up.

A new generation of Jamaican basketball talent is embracing the opportunity to represent their country. Norman Powell, Nick Richards, and Jordan Kellier have all joined JaBA and are eligible to play for the national team.

Their commitment reflects a shared belief in what Jamaican basketball can become: world-class, competitive, and proudly rooted in culture. Their presence brings more than skill, it brings momentum, visibility, and renewed belief.

Making History on the Court

That belief came to life during the FIBA Basketball World Cup 2027 Americas Pre-Qualifiers, where Jamaica made history by advancing to the qualifiers stage for the first time ever.

The team opened with a commanding 101–79 victory over Barbados, displaying offensive depth and control on both ends of the court. They followed with a hard-fought 80–76 win against Costa Rica, proving resilience in high-pressure moments.

Although the final game ended in a 61–90 loss to Mexico, Jamaica’s overall performance sent a clear message: they belong on this stage.

These matches were more than results; they were statements of intent. Each game reflected the team’s chemistry, passion, and pride in representing the island internationally.

For fans and supporters, it was proof that the vision taking shape behind the scenes is becoming reality.

 

The Journey Continues

This is a story about progress, pride, and reclaiming the narrative of Jamaican basketball.

At B2S Group, we are honored to walk this path with JaBA, the Bob Marley Foundation, and a dedicated group of players and supporters who believe in the sport’s bright future.

Stay tuned.