“Taco Bell has been a tremendous partner over the last four years and together we have created some remarkable programs, bringing our shared young, multicultural audience closer to the game,” said Emilio Collins, NBA Senior Vice President, Global Marketing Partnerships. “Our fans have really embraced Taco Bell’s Live Más theme, and our expanded partnership will utilize Taco Bell's more than 6,000 restaurants and their innovative social media approach to engage fans in multiple new ways.”At NBA All-Star, Taco Bell will continue to be the title partner of the Taco Bell Skills Challenge, 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, with more than more than $200,000 in total scholarships having been awarded over the past four years. In addition, Taco Bell will be an associate partner of NBA All-Star Jam Session and will give fans special opportunities to sample select menu items on site. Over the course of its partnership, the NBA and Taco Bell have introduced several innovative, basketball-centric promotions. In 2010, both the NBA Five Buck Box, which was featured in a national television campaign, and the “Driving Better Choices” program that focused on health and fitness, were introduced. The NBA and Taco Bell gave fans a voice in 2011 when it provided them the opportunity to determine the participants in the Taco Bell Skills Challenge as part of the “Choose Your Squad” program. This past season the Taco Bell NBA BIG Box debuted during the 2013 NBA Conference Finals, featuring 42 players across six different NBA themed-boxes, along with custom NBA content accessed through QR codes. In addition to the above 2012-13 marketing, Taco Bell had NBA player-specific integrations last season including appearances in TV spots as well as spokesperson participation for the brand in support of The One Fund Boston.
About the NBAThe NBA is a global sports and media business built around three professional sports leagues: the National Basketball Association, the Women’s National Basketball Association, and the NBA Development League. The league has established a major international presence with games and programming in 215 countries and territories in 47 languages and NBA merchandise for sale in more than 125,000 stores in 100 countries on 6 continents. NBA rosters currently feature 85 international players from 36 countries and territories. NBA Digital’s assets include NBA TV, which is available in more than 61 million U.S. homes, and NBA.com, which averages more than 42 million page views per day, more than half of which originate from outside of North America. The NBA is the No. 1 professional sports league on social media, with more than 455 million likes and followers globally across all league, team, and player platforms. Through NBA Cares, the league and its teams and players have donated more than $225 million to charity, completed more than 2.6 million hours of hands-on community service, and created more than 830 places where kids and families can live, learn, or play. About Taco Bell Corp. Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-inspired quick service restaurant. Taco Bell serves made to order and customizable tacos, burritos, and specialties such as the exclusive Doritos® Locos Tacos, gourmet inspired Cantina Bell® Menu and lower calorie Fresco Menu. The company encourages customers to “Live Más®,” both through its food and in ways such as its Feed The Beat® music program and nonprofit organization, the Taco Bell Foundation for Teens™. Taco Bell and its more than 350 franchise organizations have nearly 6,000 restaurants across the United States that proudly serve more than 36 million customers every week. Like: Facebook.com/tacobellFollow: @TacoBell and Instagram.com/tacobellSubscribe: YouTube.com/tacobell