ABA Taps PK Velocity Sports & Entertainment to Lead National Sponsorship and Streaming Strategy; Lockhart Entertainment Joins Strategic Brand and Growth Initiative

CHARLOTTE, NC / ACCESS Newswire / March 9, 2026 / The American Basketball Association today announced a major step in its long-term growth strategy, appointing PK Velocity Sports & Entertainment as the league's official sales and marketing agency to oversee national sponsorships, corporate partnerships, and streaming media distribution.

As part of this strategic growth initiative, the ABA has also entered into a partnership with Lockhart Entertainment to support brand alignment, sponsorship procurement, entertainment integration, and national positioning as the league enters its next era of expansion.

The partnership represents a significant step in the ABA's effort to expand its national footprint and reintroduce the historic basketball brand to a new generation of fans through corporate partnerships, innovative marketing, and a comprehensive streaming strategy.

"The ABA has one of the most iconic legacies in the history of basketball," said Tony Priscaro, founder and principal of PK Velocity Sports & Entertainment. "Our objective is to build a modern business infrastructure around the league that includes national sponsors, innovative fan engagement, and a streaming platform capable of showcasing teams and players across the country."

Priscaro brings more than 28 years of sports sales and marketing experience to the initiative, including 16 years as Vice President of a NASCAR race team, where he helped lead sponsorship and partnership development across one of the most commercially successful sports in North America. Through PK Velocity, Priscaro has worked with teams, drivers, brands, and sports properties to create high-impact marketing programs that connect companies with passionate sports audiences.

"I cannot tell you how pleased we are to be working with PK Velocity Sports and Lockhart Entertainment to help maximize the potential of the ABA brand. In the 25 years since bringing the ABA back, we've never had the skills and expertise that they provide," stated ABA CEO Joe Newman. "I can see the ABA moving to a new level in professional basketball. With our combination of NBA, NCAA, international and unique ABA rules, we provide the most exciting, fast-paced, highest scoring, most fun-to-watch basketball in the world and now fans worldwide will have an opportunity to see why we've grown to be the largest professional sports league in the US with well over 100 teams."

Under the agreement, PK Velocity will lead the ABA's commercial strategy across several key areas:

League Sponsorship Platform
Development of national sponsorship programs designed to bring major brands into the ABA through category-exclusive partnerships and integrated marketing campaigns.

National Streaming Distribution
Negotiation of a league-wide streaming agreement that would allow fans across the United States to watch ABA games on a centralized digital platform.

Integrated Marketing Strategy
Creation of league-wide promotional initiatives that leverage sports, entertainment, and digital media to increase fan engagement and brand visibility.

Corporate Partnership Development
Alignment of national and regional brands with ABA teams, events, and league initiatives.

Lockhart Entertainment will support the league's entertainment strategy, executive brand positioning, and national visibility, helping usher in what leadership describes as a transformational period for the ABA.

"The ABA is more than a basketball league. It is a historic sports property that helped shape the modern game," said Alex Lockhart. "This partnership is personal because I understand what it takes to protect and sustain a vision over time. What Joe has built and preserved deserves real recognition. There is belief behind this league. There is legacy behind it."

He continued, "Now it is time to match that legacy with the right commercial and entertainment infrastructure. Our role is to position the ABA to operate in a category aligned with the highest levels of professional sports. This is about elevation, expansion, and building a platform that competes nationally at scale."

Lockhart Entertainment will focus on elevating the league's positioning across entertainment partnerships, media storytelling, cultural alignment, and strategic growth modeling, bridging sports, entertainment, and business to create a modern sports property platform.

Alex Lockhart is a doctoral candidate for Marketing and Economics. His twenty year background spans across sports business strategy, national sponsorship architecture, high level event execution, and media platform development.

His academic research on economic growth modeling, brand valuation, and scalable commercial ecosystems for sports and entertainment properties make his firm valuable to the success of the ABA's growth.

Originally founded in 1967, the ABA helped transform the sport of basketball with innovations such as the three-point shot, the red, white, and blue basketball, the slam dunk competition, and an up-tempo style of play that influenced the modern game.

Today, the modern ABA continues to provide opportunities for players, teams, and communities across the United States. With PK Velocity and Lockhart Entertainment leading its commercial and strategic positioning, the ABA is entering a renewed chapter focused on national sponsorship acquisition, media expansion, and long-term brand elevation.

For more information regarding any of the listed opportunities, please contact Tony Priscaro at tonyp@pkvelocity.com.

About PK Velocity Sports & Entertainment

PK Velocity Sports & Entertainment is a sports marketing and partnership development firm based near Charlotte, North Carolina. Founded by sports executive Tony Priscaro, the company specializes in disruptive marketing strategies that connect brands with sports audiences across professional sports properties.

About Lockhart Entertainment

Lockhart Entertainment is a strategic brand development and partnership firm operating at the intersection of sports, entertainment, media, and live event platforms. The company specializes in commercial growth strategy, sponsorship architecture, and high-level experiential execution for sports properties and cultural brands.

About the ABA

The ABA is the largest professional sports league in the US with nearly 150 teams. It is an extension of the original ABA that merged the New Jersey Nets, San Antonio Spurs, Indiana Pacers and Denver Nuggets into the NBA and featured basketball legends Julius "Dr. J" Irving, George "Iceman" Gervin, Rick Barry, Moses Malone, Mel Daniels and others. What makes the ABA unique is the high quality of basketball combined with fan-friendly, family-friendly affordable prices. http://www.realabaleague.com. Facebook: American Basketball Association. The ABA is a member of the National Association of Minor Leagues (NAML) http://www.joinnaml.org.

Media Contact:

April Lynne Palacios
Lockhart Entertainment
Direct: 704-989-2961
April@LockhartEnt.com

SOURCE: National Association of Minor Leagues