- National Teams
The National Basketball Association (NBA) has announced that London will once again host NBA Crossover, a cultural exhibition displaying the convergence of the NBA and popular culture.
The free exhibition will take place at Westfield London, Ariel Way Shepherds Bush, London, W12 7GF from August 10-12 and will feature appearances by a current or former NBA player.
NBA Crossover will use interactive exhibits to escort visitors through a narrative that brings to life the music, fashion, art, and entertainment that surround today’s game.
If you don't know what #NBACrossover is, but like the sound of going to an NBA event in the UK.
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— NBA UK (@NBAUK) July 19, 2018
Fans will be able to have a taste of the NBA ahead of the NBA London Game 2019, which will see the New York Knicks take on the Washington Wizards at The O2 in January, and will have the unique opportunity to engage with the league through customized activations including virtual reality experiences, art displays, photos with The Larry O’Brien Trophy and panel discussions with local speakers.
“With London the host of the first-ever NBA Crossover in 2016, the event has now expanded to New Orleans, L.A., Milan and Paris providing further touch points for our fans,” said NBA EME Vice President, Global Partnerships, Vandana Balachandar.
“NBA Crossover takes visitors on a journey exploring the strong connection the NBA has with popular culture through a number of thematics such as music, fashion and art. We look forward to working with our partners including Foot Locker, NBA 2K19 and Westfield London to give visitors in London a truly unique look at this constantly evolving relationship.”
NBA Crossover will feature a music area that will showcase how basketball and the NBA have become synonymous with popular music and culture, influencing players and musicians alike. A dedicated style section will highlight how NBA players have become fashion trendsetters, regularly appearing on magazine covers and attending fashion shows around the world.
Exhibits will also showcase the game’s influence on film and celebrity, demonstrating how the NBA seamlessly merges sports and entertainment.
NBA Crossover is open from 12-9pm on Friday, August 10 and Saturday, August 11; and from 12-6pm on Sunday, August 12. To register to attend the free event and receive key information, fans can visit NBA.com/CrossoverLondon.
NBA Crossover is in partnership with Foot Locker, NBA 2K19 and Westfield London.
This year’s first NBA Crossover in Europe took place in Milan June 29 – July 1 and there will be one following London, held in Paris Sept. 14-16.