Jack Daniel’s furthers NBA ties with Hornets deal

Whiskey brand Jack Daniel’s has agreed a new partnership with NBA basketball franchise the Charlotte Hornets.

The length of the deal was not disclosed, but it will include the creation of a Jack Daniel’s-branded spirits bar at the Hornets’ Spectrum Center arena.

Along with the Jack Daniel’s Old No. 7 Bar, the company becomes an Official Partner of the Hornets and receives the rights to use team marks and logos on co-branded promotional items such as glassware, bar mats, t-shirts and hats.

The brand, which holds a league-wide partnership with the NBA itself, will also encourage responsible drinking through ‘Jack Daniel’s Safe Ride’, which promotes the use of ride share options like Uber.

Activations include a video feature and digital signage takeover with the company’s ‘Drink Responsibly’ call-to-action before each game, messaging on the 360 LED boards and PA announcements during games, static signage within guest egress stairwells and the creation of a dedicated ride share dropoff and pickup zone outside Spectrum Center.

Jack Daniel’s will also receive two digital signage takeovers during the game, one in conjunction with a newly-created ‘Cheers to Tipoff’ fan ritual when the Hornets score their first points and one with a halftime stats feature titled ‘Distilling Down the First Half’.  In addition to the full digital takeovers, Jack Daniel’s will also have digital signage on the scorer’s table, basket stanchion and LED boards.