The deal, which will run until the end of the current National Basketball League (NBL) season, will see Malta contributing cash and products to the JBA.

Paulton Gordon, vice-president of JBA, led his association's charge in securing the partnership, working in conjunction initially with Malta's brand manager, Keri Ann McKenzie.

Malta is already present at games, organising taste testing for fans and refreshment for players.

Perfect fit

According to McKenzie, the sponsorship provides a perfect fit for the brand within the sports and active lifestyle market.

"We have a fuelled naturally campaign that is currently under way and we believe that the National Basketball League fits directly into that," she said. "The synergy is natural. This was an opportunity we couldn't pass up.

"Malta is always looking for partnerships where fitness and a healthy lifestyle is paramount," she added.

Gordon said the JBA is elated by this new partnership, as it shows that this year's NBL is appealing to many sponsors, who are looking for fresh new ideas, value for money and return on their investment.

"This adds a nice element at the games in terms of aesthetics," he said.

Gordon added that he was very optimistic that Malta would be back on board next season."I am confident that Malta will be back with the NBL next year because so far the partnership has been very positive for both parties," said Gordon.

Malta now joins Flow and SportsMax as the NBL's main sponsors.