By Andy Young
Jack Daniel’s has signed the biggest partnership deal with a professional sports league, becoming an official marketing partner of the National Basketball Association (NBA).
The deal will officially kick-off during the NBA’s All-Star weekend, which is happening in New Orleans later this month. Jack Daniel’s will bring together fans, music and hospitality at its House No. 7 over the All-Star weekend.
John Higgins, VP Jack Daniel’s Brand Director for North America, said: "We are thrilled to be entering into this partnership and look forward to a mutually beneficial relationship with the NBA for years to come.
“The NBA is a perfect fit for Jack Daniel’s as we both share the same values of integrity, loyalty and community. We couldn’t be more excited for our fans and consumers who love the great sport of basketball.”
Jack Daniel’s, which celebrated its 150th anniversary in 2016, is currently a partner of five NBA teams: Atlanta Hawks, Denver Nuggets, LA Clippers, Oklahoma City Thunder, and San Antonio Spurs.
The NBA said it was proud to welcome JD as an official partner.
“We are proud to partner with Jack Daniel’s, an iconic brand with a rich history and a reputation for unique and innovative marketing,” said Emilio Collins, NBA Executive Vice President, Global Partnerships. “Our new partnership creates a wealth of opportunities for us to connect with new and long-time fans and celebrate our game.”
The deal sees JD becomes and official marketing partner of the NBA, the Women’s National Basketball Association (WNBA), the NBA Development League (D-League), and USA Basketball.