Brighton Bears will wear Albion's blue and white stripes for the first time against Scottish Rocks in the British League at the Triangle, Burgess Hill, tomorrow night (7pm).
The Bears have signed a one-year shirt sponsorship deal with Skint Records for an "undisclosed amount".
Owner and coach Nick Nurse is delighted to be associated with Fatboy Slim's record label, which already backs Mark McGhee's men, and hopes the arrangement can be extended for a further two years.
Nurse said: "We sat down with Albion and the kit manufacturers, Errea, in the spring and talks went well.
"In fact, Albion have been nothing but helpful from day one and I couldn't be more pleased.
"We will be proud to wear the blue and white stripes with the Skint logo on the front.
"I hope Skint take up the option to make it a three-year deal."
Nurse hopes the sponsorship deal will help forge closer links between the clubs and boost the sporting profile of Brighton and Hove.
He said: "We want to stand side by side with the Seagulls to show the city can provide plenty of top-class sport, rather than fighting each other for the support.
"We are happy to be associated with the city's biggest sporting club and it will be nice for their supporters to be able to identify with the Bears through the shirts.
"Sports fans can be entertained by football and basketball.
"The Albion players and manager Mark McGhee attend Bears matches and enjoy them.
"Mark tells me he even gets ideas for tactics from watching us play. Hopefully more Albion fans will start to come along.
"It's cool, hip and up-and-coming for Bears to be associated with Skint."
Nurse, who has coached in Europe, believes similar arrangements work well on the continent.
He said: "I've been in charge of teams who have come up against Real Madrid and Barcelona. Those two clubs have strong, positive links between football and basketball."
Nurse's long-term dream is for Bears to share a community stadium with the Seagulls at Falmer. He said: "I hope Albion might find room to tag on a 3,000 arena for us as part of their plans."
Skint Records marketing manager Andrew Mckirdy said: "We are extremely pleased to tie up this deal with another Brighton sporting success stories.
"While it is not on the scale of our deal with Albion, it is another way of increasing our ties with the local community and enables the Bears and Seagulls to forge ever-closer links.
"We look forward to immersing ourselves in the exciting world of basketball and are talking to coach Nurse about music we can help with at games.
"We are the first company to sponsor both their local pro football and basketball teams."
The Bears have signed a one-year shirt sponsorship deal with Skint Records for an "undisclosed amount".
Owner and coach Nick Nurse is delighted to be associated with Fatboy Slim's record label, which already backs Mark McGhee's men, and hopes the arrangement can be extended for a further two years.
Nurse said: "We sat down with Albion and the kit manufacturers, Errea, in the spring and talks went well.
"In fact, Albion have been nothing but helpful from day one and I couldn't be more pleased.
"We will be proud to wear the blue and white stripes with the Skint logo on the front.
"I hope Skint take up the option to make it a three-year deal."
Nurse hopes the sponsorship deal will help forge closer links between the clubs and boost the sporting profile of Brighton and Hove.
He said: "We want to stand side by side with the Seagulls to show the city can provide plenty of top-class sport, rather than fighting each other for the support.
"We are happy to be associated with the city's biggest sporting club and it will be nice for their supporters to be able to identify with the Bears through the shirts.
"Sports fans can be entertained by football and basketball.
"The Albion players and manager Mark McGhee attend Bears matches and enjoy them.
"Mark tells me he even gets ideas for tactics from watching us play. Hopefully more Albion fans will start to come along.
"It's cool, hip and up-and-coming for Bears to be associated with Skint."
Nurse, who has coached in Europe, believes similar arrangements work well on the continent.
He said: "I've been in charge of teams who have come up against Real Madrid and Barcelona. Those two clubs have strong, positive links between football and basketball."
Nurse's long-term dream is for Bears to share a community stadium with the Seagulls at Falmer. He said: "I hope Albion might find room to tag on a 3,000 arena for us as part of their plans."
Skint Records marketing manager Andrew Mckirdy said: "We are extremely pleased to tie up this deal with another Brighton sporting success stories.
"While it is not on the scale of our deal with Albion, it is another way of increasing our ties with the local community and enables the Bears and Seagulls to forge ever-closer links.
"We look forward to immersing ourselves in the exciting world of basketball and are talking to coach Nurse about music we can help with at games.
"We are the first company to sponsor both their local pro football and basketball teams."
