– Multiyear Fan Engagement Collaboration Will Bring Fans Across Europe Closer to the Game –
LONDON, March 3, 2026 – The National Basketball Association (NBA) and C4 Energy, a globally recognised energy brand built to fuel sport, fitness and active lifestyles, today announced a multiyear fan engagement collaboration that makes C4 Energy the Official Energy Drink Partner of the NBA in Europe. The cooperation spans key European markets, including France, Germany, Italy and the UK, and will see C4 Energy bring NBA fans closer to the game through integrated campaigns, digital content, retail programs, branded products, and in‑venue activations.
As part of the collaboration, C4 Energy will engage fans across Europe by creating NBA-branded content highlighting the league’s top moments on the NBA and C4 Energy’s European social channels. The collaboration will also feature courtside integrations during Global Games in Europe, as well as meet‑and‑greets with NBA legends, premium hospitality experiences, on‑court moments, and more.
“The NBA is a global benchmark for elite performance, innovation, and cultural influence, and we’re proud to be named the league’s Official Energy Drink Partner in Europe,” saidPaul Coppin, Vice President of Marketing, Nutrabolt EMEA. “At C4 Energy, we exist to support the drive and determination that fuel success when the stakes are highest, and this collaboration brings visibility to that spirit on one of the world’s biggest sporting stages. Together, we aim to create unforgettable moments that connect with people who play, watch, and live the game, both on-and-off the court.”
“C4 Energy is a dynamic brand that shares our commitment to celebrating the culture and innovation that surrounds today’s game to engage fans in new and creative ways,” said Dina Ahmad, Vice President, Global Partnerships, NBA Europe & Middle East. “From Berlin and London to our growing slate of marquee events across the continent, we’re excited to work together to energize fans around our biggest moments.”
The collaboration tipped off in January when C4 Energy served as an Associate Partner of The NBA Berlin Game 2026 presented by Tissot and The NBA London Game 2026 presented by Tissot, which featured the Orlando Magic and the Memphis Grizzlies playing regular-season games on Jan. 15 and Jan. 18, respectively. C4 Energy engaged fans around both games through in‑arena moments, LED visibility, and experiential touchpoints.
Fans in Europe can find more NBA information atNBA.com, on Facebook (NBA Europe), Instagram (NBAEurope), YouTube (NBAEurope), and by downloading the NBA App. They can also purchase the latest NBA merchandise at NBA Stores in London, Paris and at NBAStore.eu.
About the NBA
The National Basketball Association (NBA) is a global sports and media organization with the mission to inspire and connect people everywhere through the power of basketball. Built around five professional sports leagues: the NBA, WNBA, NBA G League, NBA 2K League
and Basketball Africa League, the NBA has established a major international presence with games and programming available in 214 countries and territories in more than 50 languages, and merchandise for sale in more than 200 countries and territories on all seven continents. NBA rosters at the start of the 2025-26 season featured a record 135 international players from a record-tying 43 countries. The NBA’s digital assets include NBA TV, NBA.com, the NBA App and NBA League Pass. The NBA has created one of the largest social media communities in the world, with more than 2.5 billion likes and followers globally across all leagues, team and player platforms. NBA Cares, the NBA’s global social impact platform celebrating its 20th year, drives change on issues facing fans and communities in the areas of health and wellness, civic engagement, social justice and inclusion, and sustainability.
Copy URL