North American basketball league the NBA has entered into a multi-year partnership with Tennessee whiskey brand Jack Daniel’s.
The deal names Jack Daniel’s as an official marketing partner of the NBA, the women’s WNBA, the NBA Development League and the USA Basketball national governing body.
The partnership, which marks the brand’s largest ever with a professional sports league, commences with this year’s NBA All-Star game, which takes place on February 19 at the Smoothie King Center, home of the New Orleans Pelicans.
On the weekend of the game, the brand will launch its Jack Daniel’s House No.7 hospitality and experiential event, which will be open for two nights to local fans and NBA guests. It will offer musical performances, guest rooms with unique programming, southern cuisine and basketball-themed activities. Jack Daniel’s will also partner the NBA All-Star Celebrity Game.
Throughout the course of the partnership, Jack Daniel’s will host a range of events, media and hospitality programmes across the NBA, WNBA, D-League and USA Basketball, and will launch NBA-themed programmes at retail stores, as well as marketing and advertising campaigns.
Jack Daniel’s also holds partnerships with five NBA teams: Atlanta Hawks, Denver Nuggets, LA Clippers, Oklahoma City Thunder and San Antonio Spurs.