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Taco Bell Scores QSR Sponsorship Renewal with NBA

Deal Features New Digital Last-Second Shot Element, Media Buys across National TV, Online Platforms 10/15/2013 2:48 PM Eastern

 

Taco Bell has extended its position as the official quick-serve restaurant sponsor of the National Basketball Association.

The multiyear pact, financial terms of which were not disclosed, features expanded digital and social media components, as well as media schedules on NBA national game telecasts and online advertising exposure through NBA, WNBA, and NBA D-League media platforms.

The agreement, building off the QSR sponsorship first inked for the 2009-10 season, includes Taco Bell continuing as the title partner of the 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.

The restaurant chain 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 on a Taco Bell section on NBA.com. The parties said there would be additional fan engagement integrated at Taco Bell restaurants nationally and during the NBA playoffs.

“The NBA has been an incredible teammate in helping us connect with basketball fans,” said Taco Bell CMO 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.”

Noted NBA senior vice president of global marketing partnerships Emilio Collins: “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. 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.”

September