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Taco Bell renews NBA partnership

October 15, 2013

After four seasons as the "Official QSR of the NBA," Taco Bell announced it has renewed its partnership with the league.

As part of Taco Bell's initiative to connect the brand through partnerships, the multiyear deal includes the launch of a new digital/social program to showcase every last-second game-winning shot during the season through NBA.com and other league and brand platforms.

The agreement also calls for Taco Bell to carry on as the title partner of the Taco Bell Skills Challenge, a competition featuring the NBA's top guards. As part of the event, Taco Bell will work alongside NBA Cares to award members of the Taco Bell Foundation for Teens with college scholarships, with more than $200,000 in total scholarships having been awarded over the past four years. In addition, Taco Bell will be an associate partner of NBA All-Star Jam Session and will give fans special opportunities to sample select menu items on site.

Finally, one of Taco Bell and the NBA's goals for this deal is to continue to "curate relevant experiences that help people get more exclusive access," according to a press release. For example, the 2013 Finals Big Box featured six themed boxes highlighting 42 NBA players and insider QR code content.

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

"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 SVP, 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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