After showing immense interest in Football, M&M has now tied up with the National Basketball Association (NBA) to promote Basketball in India.

The company has announced the launch of a community basketball league aiming to boost the popularity of the sport in the country. The conglomerate has named the trophy as Mahindra-NBA challenge wherein, it will launch a new league for children, age 14 and up, that'll tip off in Bangalore, Ludhiana, and Mumbai in collaboration with the Basketball Federation of India (BFI) starting April 17.

While this annual tournament will last seven weeks, the BFI will work closely with the NBA to oversee its operations across various markets. However, with the launch of this league, the company has clearly mentioned that it is depicting the efforts and commitment of the Group towards sports in the country.

The company further added that it is launching this league with a view to boost the popularity of the sport in India and it is not at all a professional league. The company already sponsors the Indian Football league and owns a team named Mahindra United.