La Liga giants Barcelona make special jerseys to pay tribute to Kobe, heralding the NBA s expansion in Europe? There are four reasons

The late Kobe Bryant left a lasting legacy after his death in January 2020. Spanish football giant Barcelona pays tribute to the Los Angeles Lakers legend with a special jersey.

In the 2025-26 season, FC Barcelona released a new away jersey in partnership with the Nike and Kobe Bryant brands this week. This will mark the first time that the Kobe sheath logo has replaced the iconic Nike Swoosh on a professional football jersey. The Spanish giants wrote: "This collaboration will last for three seasons until the 2027/28 season. In addition to celebrating Kobe's personal progress and commitment, it is also designed to commemorate the basketball star's love for football, especially the style and philosophy of Football Club Barcelona." This special tribute stems from Kobe's long-term worship of the club. He often contacts Barcelona players and staff to visit the clubs and appreciates their ball-based high-pressure game style.

How will this help the NBA enter the European market in the future?

Barcelona Football Club's jersey pays tribute to Kobe's jersey bodes well for the NBA's European expansion for four reasons:

1, Basketball and football fans are united

Kobe Bryant remains one of the most popular figures in sports history. Combining his legacy, visibility and brand with one of the world’s most popular sports clubs, it has millions of fans in Europe, Africa and Asia, opening the door to the league to attract new fans who had no connection to basketball. The

Alliance has been working hard to get rid of the shame that is not a global movement. If the collaboration goes as planned, a new group of fans is expected to help expand the league’s global audience.

2. Kobe Bryant's global appeal has increased

Because Kobe grew up in Italy, he has already had a great influence in Europe. This unanimous rejuvenated his status as a "global idol" and made the NBA a relevant and emotionally resonant figure connected to European fans.

It is reported that many fans of this Spanish giant are younger generations. Catching these populations will ensure that a new generation outside the league market is ready to launch new followers, one day they will rival the appeal of football outside of the United States.

3. Adoption of marketing and lifestyle

Kobe x Barcelona jersey is more than just a jersey. It also includes shoes, sportswear, slides and basketball gear.

Its success may normalize the league's lifestyle in Europe. This will be a key entry point in the league's brand strategy, if Europeans start wearing NBA gear out of cultural reputation like Paris Saint-Germain and Jordan.

4. Strengthen the NBA's preseason and regular season leagues in Europe. However, it hasn't received the same attention as its already established Big Brother football.

This collaboration will show that European fans are not just accepting NBA culture. High-profile crossover events like this will increase visibility and fan engagement, strengthening business cases for the NBA to host more games in cities like Barcelona, Paris or London.

If everything goes as planned, the league and Kobe's legacy will enjoy unprecedented global dominance and relevance in the coming years.

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