Klarna has strengthened its collaboration with the NBA’s Chicago Bulls as the new NBA regular season gets underway. 

The collaboration underlines a continued focus on partnerships and sporting links for Klarna as the firm looks to grow its brand awareness on a global scale. 

Megan Gokey, Head of B2C Marketing, Klarna, commented on the partnership: “We’re thrilled to work with the Chicago Bulls as their Official Shopping Partner for another season and provide passionate Bulls fans with innovative ways to express their fandom and access unique merchandise while at the game. 

“Having Randy Brown – a member of the Bulls from 1995-2000 – surprise one fan at the home opener is a great example of the other great ways we look forward to connecting with fans at the United Center this season.”

One of the key activations in the partnership will be in-seat shopping, enabling fans the ability to purchase select items of Bulls gear from the Madhouse Team Store and have it delivered directly to their seat during the game. 

The link has also seen Klarna work directly with Bulls guard Ayo Dosunmu as a brand ambassador – as the BNPL specialist looks to maximise its collaboration with one of the NBA’s most recognisable franchises. 

“I’m thrilled to partner with Klarna and help spread the word about their ability to deliver merchandise directly to the fans’ seats during the game,” said Dosunmu. “It is a huge plus for the Bulls community that Klarna’s work with the team is providing our dedicated fans with whatever they need so they don’t have to miss a second of gameplay.”

Payment Expert Analysis: When it comes to growth through sporting collaborations few sports names are as recognisable as the Chicago Bulls; for Klarna, this presents an unrivalled opportunity for brand awareness. Furthermore, the innovative activations at the heart of this deal can lead to it becoming a real success.