NBA Expands Taco Bell Partnership

October 16, 2013

The National Basketball Association (NBA) has expanded their marketing partnership with food group Taco Bell Corp.

Taco Bell will remain the Official Quick Service Restaurant Partner of the league, a position it has held since 2009. This partnership will help Taco Bell and the NBA’s broad fan bases share their passion for the game through marquee league events and NBA-themed promotions in restaurants nationwide.

Taco Bell and the NBA are also expanding their partnership with the launch of a new digital and social program to showcase last-second game winning shots. Connecting with the millions of fans across the NBA and Taco Bell’s social channels to bring them more access to the “can’t miss” moments in basketball is a key element of the expanded relationship. Additional fan engagement for this program will be integrated at Taco Bell restaurants nationally and during the NBA Playoffs and Finals to build on the excitement of the post-season.

“The NBA has been an incredible teammate in helping us connect with basketball fans,” said Taco Bell Chief Marketing Officer, Chris Brandt. “When fans see amazing moments on the court, it definitely syncs with our Live Más attitude and we’re inspired to celebrate with them. Whether you were there in person or you’re hearing about it via social or TV, we can showcase amazing athletic achievement for people in a relevant way and extend the fun and the conversation.” 

Taco Bell will be featured prominently on NBA national game telecasts and have comprehensive television and online advertising exposure through NBA, WNBA, and NBA D-League media platforms. This agreement includes Taco Bell continuing as the title partner of the Taco Bell Skills Challenge during NBA All-Star, with the Taco Bell Foundation for Teens as the beneficiary, as well as continuing as an associate sponsor of the NBA All-Star Jam session.

“Taco Bell has been a tremendous partner over the last four years and together we have created some remarkable programs, bringing our shared young, multicultural audience closer to the game,” said Emilio Collins, NBA Senior Vice President, Global Marketing Partnerships. “Our fans have really embraced Taco Bell’s Live Más theme, and our expanded partnership will utilize Taco Bell’s more than 6,000 restaurants and their innovative social media approach to engage fans in multiple new ways.”

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