Anheuser-Busch and the National Basketball Association have signed a four-year addendum to their 17-year-long partnership. The deal, running through 2019, makes the brewer the Official Beer Partner of the NBA, Women’s National Basketball Association (WNBA) and NBA Development League (NBA D-League). As part of the agreement, AB InBev will also expand its marketing partnership to include USA Basketball national federation and the league’s Hispanic marketing initiative, Noches éne•bé•a. A statement on the deal says the company and the league will, for the first time, partner on a hoops-themed digital content series. The two parties say the videos will appear on NBA-owned properties and will be shared on Anheuser-Busch-owned properties this season.
As Media Daily News reports, a number of the brewer’s flagship brands will be involved. The main ones are Budweiser and Bud Light, which will have simultaneous activations, as each has year round platforms, and different marquee league events, including NBA All-Star, NBA Playoffs, The Finals, NBA Draft, and WNBA All-Star, according to the company. Lucas Herscovici, VP, consumer connections at Anheuser-Busch, stated that the partnership expands the relationship into content, packaging, and USA Basketball, via a new affiliation wrapped up with the deal. “The new agreement will allow us to connect our brands with the league, its teams, and its fans through authentic campaigns that shape the industry.”
This story first appeared in the blog, The Sport Intern. The editor is Karl-Heinz Huba of Lorsch, Germany. He can be reached at ISMG@aol.com. The article is reprinted here with permission of Huba.