NBA Renews Marketing Partnerships with BBVA & Kia

October 27, 2014

The National Basketball Association (NBA) has extended its marketing partnership with BBVA who will continue in the capacity of Official Bank of the organisation and Kia who will remain the Official Automotive Partner.

BBVA will also continue as a partner of the Women’s National Basketball Association (WNBA), and the NBA Development League (NBA D-League).

To accompany the news of the agreement’s extension, BBVA is debuting new NBA-themed advertising with its global ambassadors,Kevin Durant and James Harden. 

“The NBA has done a phenomenal job of growing its brand globally, in large part through innovative use of digital channels, and that’s what BBVA is focused on doing,” said Angel Cano, BBVA President and COO. “Partnering with an institution like the NBA allows us to tap into the league’s passionate fans around the globe, extending our reach in meaningful ways.”

“Since we began our partnership in 2010, BBVA has quickly achieved significant growth in its business among NBA fans in both the U.S. and abroad,” said NBA Deputy Commissioner and Chief Operating Officer Mark Tatum. “They’ve accomplished this by weaving into the fabric of the NBA — everything from NBA Banking, to the BBVA Compass Rising Stars Challenge, to working with us on important financial literacy programs through NBA Cares — and we look forward to creating even more programs that celebrate our game in the years to come.”

BBVA’s U.S. banking franchise, BBVA Compass, remains the Official Bank of the NBA in the U.S. and will maintain its role as title partner for the BBVA Compass Rising Stars Challenge, a popular exhibition game during NBA All-Star that pits some of the league’s most talented first- and second-year players against each other.

“BBVA’s vision is to work for a better future for people and we’ve been able to make a deep and, we hope, lasting impact through our partnership with NBA Cares,” said BBVA Compass Chairman and CEO Manolo Sanchez. “Together, we’ve reached more than 50,000 students in the U.S. and have made a multimillion-dollar investment in schools through refurbishments, technology donations and financial education. And it’s only just begun.”

Kia Extends Partnership


South Korean automobile manufacturer Kia has also renewed its marketing partnership with the NBA, which began in 2008. 

In addition to continuing to serve as the league’s Official Automotive Partner, Kia also now is recognized as the Official Luxury Vehicle of the NBA, following the recent introduction of the brand’s modern and elegant K900 rear-drive luxury sedan.  Kia will continue as the Official Automotive Partner of NBA All-Star and the title partner of Kia NBA Tip-Off, the Kia NBA Performance Awards, and the Kia NBA All-Star MVP award. Kia also will expand its relationship to serve as an Official Automotive Partner of the Women’s National Basketball Association (WNBA) and NBA Development League (NBA D-League).

Earlier this month, Kia announced LeBron James as its K900 Luxury Ambassador.  To celebrate the start of the NBA season and Kia NBA Tip-Off 2014, Kia also will debut a new television spot tonight called “Valet” featuring James, who joins a growing roster of Kia endorsers, which includes Los Angeles Clippers All-Star forward Blake Griffin.

Additionally, Kia has partnerships with 14 NBA teams after recently adding the Cleveland Cavaliers to its roster, which also includes: Atlanta Hawks, Charlotte Hornets, Chicago Bulls, Golden State Warriors, Los Angeles Clippers, Miami Heat, New York Knicks, Oklahoma City Thunder, Orlando Magic, Philadelphia 76ers, Phoenix Suns, Portland Trail Blazers, and San Antonio Spurs.

“As one of Kia’s longest-running partnerships, our involvement with the NBA and teams has driven dramatic increases in consumer awareness, perception and consideration for the brand, and we are excited to extend our partnership and continue connecting with the league and its passionate fans,” said Tim Chaney, Vice President of Marketing Communications, KMA.  “Like the NBA, Kia is a brand that appeals to a broad segment of the American market and through our expanded partnership as Official Luxury Vehicle of the NBA, we hope to bring the K900 flagship sedan to the forefront and bring confident, independent thinkers to Kia’s showrooms.”

“Kia is deeply integrated into the NBA experience year round – from Kia NBA Tip-Off, NBA All-Star, the monthly and season-ending Performance Awards, and the WNBA – through a variety of unique content offerings and promotions,” said Emilio Collins, NBA Executive Vice President, Global Marketing Partnerships.  “Building off of Kia’s equity in our prestigious end-of-season Kia NBA Performance Awards, we’re excited to continue to grow the platform with a seasonlong fan engagement program that gives them a voice around some of our most exciting content.”

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