NBA And Taco Bell® Fans To Experience Más With Expanded Marketing Partnership And New Multiyear Agreement

The National Basketball Association (NBA) and Taco Bell Corp. (“Taco Bell”), a brand dedicated to helping fans Live Más® through innovative food and exclusive experiences, today announced a multiyear expansion of their marketing partnership that will continue the brand’s position as the league’s Official Quick Service Restaurant Partner – a position it has held since 2009. This partnership will help Taco Bell and the NBA’s broad fan bases share their passion for the game through marquee league events and NBA-themed promotions in restaurants nationwide.

Taco Bell and the NBA are also expanding their partnership with the launch of a new digital and social program to showcase last-second game winning shots. Connecting with the millions of fans across the NBA and Taco Bell’s social channels to bring them more access to the “can’t miss” moments in basketball is a key element of the expanded relationship. Additional fan engagement for this program will be integrated at Taco Bell restaurants nationally and during the NBA Playoffs and Finals to build on the excitement of the post-season.

“The NBA has been an incredible teammate in helping us connect with basketball fans,” said Taco Bell Chief Marketing Officer, Chris Brandt. “When fans see amazing moments on the court, it definitely syncs with our Live Más attitude and we’re inspired to celebrate with them. Whether you were there in person or you’re hearing about it via social or TV, we can showcase amazing athletic achievement for people in a relevant way and extend the fun and the conversation.” To this, Brandt cited a recent Turnkey Sports & Entertainment poll (June 2013) that noted Taco Bell as the most recognized QSR in each of the three annual NBA surveys since becoming an official partner in the 2009-10 season.

Taco Bell will be featured prominently on NBA national game telecasts and have comprehensive television and online advertising exposure through NBA, WNBA, and NBA D-League media platforms. This agreement includes Taco Bell continuing as the title partner of the Taco Bell Skills Challenge during NBA All-Star, with the Taco Bell Foundation for Teens™ as the beneficiary, as well as continuing as an associate sponsor of the NBA All-Star Jam session.

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