Taco Bell has signed a deal to become the official quick service restaurant of the National Basketball Association.
The multiyear marketing partnership gives Taco Bell the ability to connect with fans of the NBA, Women’s National Basketball Association and NBA Development League through league events, telecasts on ABC, ESPN and TNT 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. “As with our other sports partners, we respect the fabric of the game and look to integrate ourselves in a natural and respectful way. We want to create a marketing partnership that is elevating and one the NBA, Taco Bell and basketball fans everywhere can be proud of.”
Taco Bell plans to create NBA-themed advertising and will run promotions and marketing around its nine NBA team partnerships, which include the Charlotte Bobcats, Chicago Bulls, Cleveland Cavaliers, Detroit Pistons, Los Angeles Lakers, New Orleans Hornets, Philadelphia 76ers, Portland Trail Blazers and Utah Jazz.
During the 2010 All-Star festivities, Taco Bell will be the title partner of the Taco Bell Skills Challenge, a Saturday Night competition featuring top guards working against the clock to complete a series of basketball drills. In addition, Taco Bell will also become an associate partner of NBA Jam Session presented by adidas and the NBA Draft presented by EA SPORTS. The company plans to sample select menu items during all of these events.
This partnership is an expansion of the current international relationship between the NBA and Yum! Brands, Inc. through an international partnership with KFC.
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