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Taco Bell becomes new NBA official sponsor
July 5, 2009
NEW YORK — The National Basketball Association (NBA) and Taco Bell Corp. have announced that Taco Bell has become the Official Quick-Service Restaurant of the NBA.
As part of the comprehensive, multiyear marketing partnership, Taco Bell will reach the broad and avid fan bases of the NBA, Women's National Basketball Association and NBA Development League through a wide array of assets, including marquee league events, television and online exposure, and NBA–themed promotions in its nearly 5,600 restaurants nationwide.
"The NBA represents an incredible opportunity for Taco Bell, one that fits perfectly with our 'Think Outside the Bun' marketing strategy and whose fans are a natural fit with our core customer," said David Ovens, chief marketing officer, Taco Bell Corp. "As with our other sports partners, we respect the fabric of the game and look to integrate ourselves in a natural and respectful way."
Throughout the partnership, Taco Bell will conduct national NBA-themed promotions and will have a significant presence on NBA national game telecasts on ABC, ESPN and TNT. Taco Bell also will receive comprehensive television and online advertising exposure through NBA, WNBA and NBA D-League media platforms, and also will launch NBA-themed creative advertising. Taco Bell will continue to activate with the NBA on a local level through its nine team partnerships, which include relationships with the Charlotte Bobcats, Chicago Bulls, Cleveland Cavaliers, Detroit Pistons, Los Angeles Lakers, New Orleans Hornets, Philadelphia 76ers, Portland Trail Blazers and Utah Jazz.
Beginning at NBA All-Star 2010, Taco Bell will be the title partner of the Taco Bell Skills Challenge, including extensive in-arena presence, commercial time and integration into the worldwide telecast of the event. In addition, Taco Bell will become an associate partner of NBA Jam Session's All-Star attraction presented by adidas and the NBA Draft presented by EA Sports. Taco Bell also will sample select menu items during these marquee NBA events.
The partnership is an expansion of the international relationship between the NBA and Yum! Brands Inc. The partnership began in 2006 in France surrounding NBA Europe Live presented by EA Sports and has since grown to become a large-scale international partnership that includes NBA-themed activities in 16 countries and territories in Asia, Europe, Latin America and the Caribbean.
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