Jack Daniel’s has been named official marketing partner for the National Basketball Association (NBA) as part of a new multiyear deal.
The iconic whiskey drink brand will kick off the partnership during NBA All-Star 2017 in New Orleans with Jack Daniel’s House No. 7, which will boast musical performances and basketball-themed activities.
“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, executive VP of global partnerships at the NBA.
“Our new partnership creates a wealth of opportunities for us to connect with new and longtime fans and celebrate our game.”
The partnership, which also includes the Women’s National Basketball Association (WNBA), the NBA Development League (D-League), and USA Basketball, will also see Jack Daniel’s develop NBA-themed programs at retail stores.
John Higgins, VP Jack Daniel’s brand director for North America, added: “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.”