Naismith Basketball Hall of Fame partners with Playfly Sports

Naismith Basketball Hall of Fame announced Thursday a new seven-year exclusive partnership with Playfly Sports for multimedia rights sales, a move designed to expand the Hall’s global reach and drive long-term revenue growth across all levels of basketball.

The agreement, which begins July 1, 2026, names Playfly as the exclusive multimedia rights sales agent for the Hall of Fame. Under the partnership, Playfly will oversee sponsorship and media inventory tied to the Hall’s museum, marquee events, awards programs, hospitality opportunities, collegiate showcase games, elite high school competitions, and grassroots basketball tournaments.

Among the featured properties included in the agreement are the Hall’s annual Enshrinement Weekend and the nationally recognized Hoophall Classic, one of the premier high school basketball events in the country.

“The Naismith Basketball Hall of Fame is a revered brand with exceptional upside growth potential, and we're honored to lock arms with the team at the Naismith Hall of Fame for the next chapter of this very unique and valuable story,” said Christy Hedgpeth, President of Playfly Sports Properties. “Playfly’s connectivity and scale across youth, high school, college, and pro basketball make us the natural fit to expand the Hall's global reach and accelerate revenue growth.”

Hall of Fame President and CEO John Doleva said the partnership aligns with the organization’s broader mission of expanding basketball’s legacy worldwide. “Playfly brings expertise across all levels of the game, reach, and infrastructure to help us grow the Naismith Basketball Hall of Fame brand on a global scale,” Doleva said. “This partnership connects us with the right partners across the right platforms, and positions us to drive the kind of meaningful, sustainable growth that will expand the Hall of Fame’s brand and revenue for years to come.”

Located in Springfield, the birthplace of basketball, the Hall of Fame serves as one of the sport’s most iconic institutions. The museum features more than 475 inductees and over 40,000 square feet of basketball history and interactive exhibits, attracting nearly 200,000 visitors annually.