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NBA grips on to Kumho partnership, renews with Müller

The NBA has extended its partnership with Korean tyre manufacturer Kumho, while the North American basketball league has also upgraded its association with dairy products manufacturer Müller, which sponsors the NBA Global Games London event in the English capital.

Kumho will continue to serve as the official tyre of the NBA and NBA D-League development competition after the two parties agreed a new multi-year deal. The partnership, which began in 2014, covers the US, Canada and Korea.

Under the agreement, Kumho will introduce the first-ever ‘Handles’ platform for the 2016-17 season, which got underway yesterday (Tuesday). The platform will drive Kumho’s season-long digital and social fan programming.

The company will also retain its position as the presenting partner of the NBA D-League All-Star Game, with its branding to feature on player jerseys, on the court and through courtside signage.

Kumho will also receive advertising exposure at the NBA All-Star Game, while the expanded partnership will lead to increased promotional offers for customers and dealers.

Meanwhile, Müller has been named as an official marketing partner of NBA Global Games London 2017, which sees the Denver Nuggets take on the Indiana Pacers. The game will take place at London’s O2 Arena on January 12.

Müller will launch two separate on-pack promotions in the UK and Ireland to promote the partnership in the lead-up to the game. Consumers will be able to redeem codes to claim NBA-branded mini hoops and basketballs.

Müller will also run an NBA-themed media campaign that will include a TV advertisement, while consumers will be given the chance to win tickets to the game through social media promotions.

In addition, Müller will benefit from courtside signage and concourse sampling during the game.

Müller also sponsored this year’s NBA Global Games London game between the Orlando Magic and the Toronto Raptors.