NBA and Anheuser-Busch Seal Four-Year Extension to Long-Standing Partnership

December 1, 2015

The National Basketball Association (NBA) has signed a four-year extension of its marketing partnership with Anheuser-Busch.

The new long-term deal sees the continuation of a long-standing partnership between the two parties which first began in 1998.

Anheuser-Busch will continue as 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, Anheuser-Busch will also expand its marketing partnership to include USA Basketball and the league’s Hispanic marketing initiative, Noches éne•bé•a.

Also as part of the extended deal, Anheuser-Busch and the league will work together to produce an original digital content media series. 

The partnership also includes enhanced packaging and marketing rights.

“We’ve expanded this longstanding partnership in key areas that matter to our consumers, like content, packaging, and our new affiliation with USA Basketball,” said Lucas Herscovici, Vice President, Consumer Connections at Anheuser-Busch.

“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.”

Emilio Collins, NBA Executive Vice President, Global Marketing Partnerships said: “Our relationship with Anheuser-Busch is one of our longest standing partnerships, and we’re thrilled to be expanding our activation in new ways that span the basketball calendar.

“The marketing commitments being made by the Budweiser and Bud Light brands will engage fans in a multitude of new ways through live events, retail programs, digital activation and great storytelling.”

{jcomments on}