NBA nets long-term ExxonMobil partnership

Multinational oil and gas company ExxonMobil has entered into a multi-year marketing partnership with the North American NBA basketball league.

The deal names ExxonMobil’s flagship Mobil 1 brand as the official motor oil of the NBA, the Women’s NBA and the NBA D-League development league in the US and China. ExxonMobil will also serve as the official motor fuel and lubricant of the NBA.

The partnership will commence with the upcoming NBA Global Games China series between the Houston Rockets and New Orleans Pelicans.

The two sides meet at the Mercedes-Benz Arena in Shanghai on October 9, and again at the LeSports Center in Beijing on October 12. ExxonMobil will serve as an associate partner of the series.

ExxonMobil will develop and promote NBA-themed integrated campaigns over the course of the 2016-17 season. Advertising campaigns, custom digital video content and social media programmes will all be launched to promote the partnership.

The Mobil 1 brand will also receive promotion via the NBA TV network, across the league’s social media channels and mobile application, and through NBA broadcast partners.

Matt Bergeron, vice-president of marketing at ExxonMobil Fuels, Lubricants & Specialties Marketing Company, said: “By partnering with the NBA, ExxonMobil can engage consumers across the United States and China, also two of our largest markets, to extend our brands’ recognition, help reinforce our leadership position, and distinguish our products in today’s competitive global marketplace.”