Fast food chain Taco Bell has announced an expansion of its sponsorship agreement with North American basketball league the NBA, under a multi-year renewal of the deal.
Taco Bell will continue as the league’s official quick service restaurant partner, a designation it has held since 2009.
A new digital and social media activation focusing on last-second game-winning shots, ‘Buzzer Beaters,’ will feature prominently in the NBA’s and Taco Bell’s enhanced relationship.
Fans will be able to view clips of such shots on the Taco Bell-branded section of NBA.com and the Buzzer Beater campaign will be integrated in Taco Bell chains throughout the US.
Taco Bell will feature prominently on NBA national game telecasts and enjoy substantial television and online advertising exposure through NBA, the WNBA women’s league and NBA D-League media platforms.
The restaurant will continue as the title sponsor of the Taco Bell Skills Challenge at the NBA All-Star event, a competition featuring the NBA’s top guards.
As part of the event, Taco Bell will work alongside NBA Cares to award members of the Taco Bell Foundation for Teens with college scholarships. Over the past four years of the sponsorship more than $200,000 (€150,000) in total scholarships have been awarded.