The NBA and spirits-maker Diageo on Wednesday announced a multi-year marketing partnership which will feature the company’s Ciroc and Crown Royal brands prominently across the league’s TV and digital properties.
The NBA says it will work with Diageo to create unique branding and content around enjoying the brands responsibly.
“Our brands have the unique privilege of participating in some of life’s greatest celebratory moments the world over and what better partner to bring those moments to life than the NBA,â€ said Peter McDonough, Chief Marketing and Innovation Officer, Diageo. “From the players and competition to fashion, music and nightlife, the NBA opens the door for us to leave a lasting impression with adult fans in truly innovative and meaningful ways around the game.”
A forthcoming TNT video series will feature Terrence J, already a spokesman for the Crown Royal brand. He is said to be exploring “game-changing NBA moments and unique aspects of the NBA lifestyle.”