The Canadian Elite Basketball League (CEBL) and Russell Athletic, a branch of Augusta Sportswear Brands (ASB), announced Wednesday a partnership that will see the athletic apparel manufacturer serve as the official sideline apparel partner of the CEBL for the 2024 season.

ASB and Russell Athletic will provide each of the 10 CEBL teams with official sideline apparel for their players and staff. Officially licenced apparel for all CEBL teams is available at cebl.ca/shop, with an extensive new selection from ASB including Russell Athletic sideline gear to be added in the near future.

“As industry leaders in performance wear and fan apparel, our new partners at Augusta Sportswear and Russell Athletic enhance the selection of our team sideline apparel and merchandise accessible to our fans,” said Mike Morreale, Commissioner and Co-Founder of the CEBL. “With a seemingly endless selection of styles, colours and sizes available, we will have more options in our team stores and the ability to capture and deliver legendary moments as they happen.”

“We are very excited to partner with the CEBL. They have done such an amazing job making dreams a reality for top-flight athletes and really everyone who touches the game and wants to go further with their passion for it,” said David Goerke, VP of Marketing at Augusta Sportswear Brands.

About the CEBL

A league created by Canadians for Canadians with a mission to develop Canadian players, coaches, sports executives, and referees, the CEBL boasts the highest percentage of Canadian players of any pro league in the country with 73% of its 2023 rosters being Canadian. Players bring experience from the NBA, NBA G League, top international pro leagues, the Canadian National team program, and top NCAA programs as well as U SPORTS. Fourteen players have signed NBA contracts following a CEBL season, and numerous CEBL players attend NBA G League training camps every year. The CEBL season runs from May through August. More information about the CEBL is available at CEBL.ca and @cebleague on Instagram, Twitter, TikTok, LinkedIn, Facebook & YouTube.

About Augusta Sportswear Brands

Founded in 1977, Augusta Sportswear Brands is a leading designer, manufacturer, and marketer of high-performance uniforms, training apparel, and fanwear for teams, coaches, athletes, and fans. Made up of five brands, Augusta Sportswear, Holloway, Russell Athletic, Pacific Headwear, and High Five, all driven by a simple mission to inspire a physically fit lifestyle, creating more healthy families and connected communities everywhere they operate. As an industry leader, Augusta Sportswear prides itself on offering the widest range of colors, sizes, and styles at the best value. For more information, visit augustasportswear.com.

About Russell Athletic

Russell Athletic is rooted in history, leading the team uniform and functional basics market with performance-driven styles that are second to none. With over 115 years of heritage, Russell Athletic is a true leader in the athletic apparel market, focusing on uncompromising value and quality. Augusta Sportswear Brands is the Exclusive Team Uniform Partner for Russell Athletic offering uniforms for football, baseball, basketball, and more while also offering select Russell Athletic basics, like tees and fleece. For more information, visit russellathletic.com.

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Media Contacts:

Aaron Gogishvili – Sr. Director, Communications & Community Relations

Canadian Elite Basketball League

(905) 730-4691 | agogishvili@cebl.ca

Chad Currah – General Manager

Augusta Sportswear Brands Canada

ccurrah@augustasportswear.com