Josephine Noonan
RADNOR, PA — BASE Sports Group today announced a new partnership between
Starter, the iconic athletic apparel brand, and the Governors Challenge, one of
the largest holiday basketball tournaments in the country. Under the agreement,
the Starter brand will serve as the Official Apparel, Event Merchandise, and
On-Site Activation Partner for both the High School and College
tournaments, taking place November 21–23, 2025, and December 26–30, 2025,
respectively.
This marks one of the largest youth sports partnerships the Starter brand
has made in its recent history, signaling the brand’s growing investment in the
youth and amateur basketball ecosystem.
Founded in 1971, Starter is a premium athletic brand with deep roots in
sports culture, bridging performance, heritage, and style. Once synonymous with
professional leagues like the NBA, NFL, and MLB, the Starter brand became an
icon of 1990s sportswear through its authentic connection to both athletes and
fans. Under the leadership of Carl Banks, former New York Giants great and
President of Starter, the brand has reemerged with a renewed focus on
community, authenticity, and the next generation of athletes — a movement
covered by Forbes and Glossy as a “revival of
one of America’s most storied sportswear brands.”
“Starter has a storied history in basketball culture, and the Governors
Challenge is the perfect platform to connect that legacy with today’s athletes
and fans,” said Brian Gallagher, Vice President of Marketing, Starter Athletics.
“We’re proud to be part of an event that represents talent, tradition, and
community passion for the game.”
As part of the partnership, the Starter brand will have a prominent
presence throughout the Governors Challenge footprint, from branded spaces in
the team lounge and main venue, to exclusive signage, live stream placements,
and custom digital content distributed to thousands of attendees and viewers.
Starter will also design custom jerseys for the Dunk Contest, provide
Starter-branded apparel for all tournament participants and coaches, and
oversee the official event merchandise collection, co-branded with Governors
Challenge. Fans will be able to purchase limited-edition Starter x Governors
Challenge merchandise on-site throughout the event.
The partnership extends beyond apparel into storytelling and experience.
Through a combination of digital campaigns, on-site fan engagement, and
authentic brand integration, Starter aims to celebrate the athletes and
families who make this event a holiday tradition.
“The Governors Challenge has always been about more than basketball, it’s
about bringing together athletes, families, and communities that love the
game,” said James Simmons, Tournament Director of the Governors Challenge.
“Partnering with a heritage brand like Starter elevates that experience. Their
energy, legacy, and commitment to authenticity make them the perfect fit for
this stage.”
The agreement was facilitated by BASE Sports Group, the sponsorship
agency representing Governors Challenge and connecting major brands to the
youth and amateur sports ecosystem.
The Governors Challenge continues to grow its national presence as one of
the premier basketball showcases in the country, featuring more than 130 teams
across high school and college divisions, with alumni who have gone on to
programs such as Duke, Maryland, Villanova, and Kentucky and even professional
leagues worldwide. The 2025 event will continue its legacy of spotlighting
emerging talent and community engagement throughout the Mid-Atlantic region.
About Starter
Founded in 1971, the Starter brand has long been recognized as a
legendary sports apparel brand with a history that transcends generations. The
brand has forged partnerships with major professional basketball, football,
baseball, hockey, and college leagues. With its rich heritage rooted deeply in
sport culture, the Starter brand is reclaiming its position as a leader in team
sports, delivering high-quality, innovative uniforms, and apparel for athletes
and fans alike.
Starter’s bold return to the court signifies a new era of blending
classic style with modern
performance. From youth leagues to professional arenas, the Starter brand
is committed to outfitting the next generation of competitors. By leveraging
its iconic brand equity and generational appeal, the Starter brand aims to
resonate across all levels of competition and demographics. Learn more: https://www.starter.com
About Governors Challenge
The Governors Challenge is one of the nation’s premier holiday basketball
tournaments, bringing together top high school and college programs from across
the country. Hosted annually in Salisbury, Maryland, the event showcases elite
competition, attracts thousands of players and fans, and celebrates the
intersection of sport and community. Learn more: https://www.governorschallenge.org
About BASE Sports Group
BASE Sports Group is a leading sports marketing and sponsorship agency connecting brands with youth and amateur sports organizations nationwide. Founded in 2021, BASE delivers creative strategy, brand activation, and data-backed sponsorship solutions that drive measurable impact. The company has secured partnerships with brands such as Papa John’s, PRIME Hydration, the U.S. Army, DUDE Wipes, College Ave Student Loans, and Hard Rock Café engaging families of youth athletes across 20+ sports and 40 states, reaching more than 12 million consumers. Learn more: https://www.basesportsgroup.com
