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H&R Block nets NBA partnership

Consumer tax services provider H&R Block has agreed a multi-year partnership with the NBA basketball league.

The agreement makes H&R Block the tax services partner of the NBA and is the firm’s first tie-up with a North American sports league.

H&R Block will make stops at several league events as part of its 2015 national consumer activation tour, the first of which is Cleveland Cavaliers home game against Portland Trailblazers on January 28.

The NBA and H&R block will collaborate on upcoming advertising campaigns and custom content for NBA.com.

“We are very pleased to begin a relationship with the NBA, a great brand that fits well with our brand,” Kathy Collins, H&R Block’s chief marketing officer, said. “The NBA season aligns closely with the US tax season, so it’s a natural fit.

“We had been considering partnering with a major sports league for some time, so this opportunity with the NBA just felt right.”