The National Basketball Association Development League (NBA D-League) recently announced a multiyear partnership with Gatorade, creating a unique and groundbreaking partnership between the global leader in professional basketball and the iconic sports fuel company.
As a result of the partnership, the NBA D-League will be renamed the NBA G-League, receiving a facelift in the form of a new G-League branding across all platforms, Gatorade will provide access to its latest product and equipment, and NBA G-League teams and players will have the opportunity to utilize the resources of the Gatorade Sports Science Institute (GSSI) to “enhance player sports performance and recovery.”
“We have more than 50 years of experience working with athletes and using those insights to help improve athletic performance through innovative sports fuel and equipment,” said Brett O’Brien, Senior Vice President and General Manager, Gatorade. “This expansion of our NBA partnership is a great opportunity to not only work with the elite athletes of the NBA G-League, but also continue to lead the evolution of basketball performance.”
Most professional athletes end their careers well before they turn 40, but with our expanding understanding of the human body we’re starting to see players begin to extend their careers well beyond the normal end point. We’re even seeing players like Tom Brady and Roger Federer, who by taking better care of their bodies, maintain their play at an elite level.
This new partnership with the NBA seems to indicate that the future of professional sports will rely heavily on leveraging science and technology to achieve the maximum performance utility of our bodies. This could result in not just a few athletes extending the life of their careers, but the extending the average career of all athletes. The future of sport will rely on the knowledge gained from advances in STEM fields such as exercise science, physiology, biochemistry, or sports nutrition and hydration. The way of the future is STEM.