AB InBev extends NBA sponsorship

Anheuser-Busch has extended its sponsorship deal with the National Basketball Association (NBA) in the US for a further four years, maintaining its dominance of the sport having first entered into a partnership in 1998.

Entering its 18th year of sponsoring the association, Anheuser-Busch will for the first time work with the league to produce digital content for online platforms, that will be aimed at bringing “its brand messages to life through basketball”. The renewal also also includes enhanced packaging and marketing rights, with Anheuser-Busch now able to feature select NBA and team logos collectively on cans, bottles and other packaging and in promotional campaigns.

Emilio Collins, NBA executive vice president of global marketing partnerships said the expanded partnership would allow it to engage fans in a number of new ways “through live events, retail programs, digital activation and great storytelling.”

Anheuser-Busch will continue as the official beer partner of the NBA, Women’s National Basketball Association (WNBA) and NBA development league, but will expand its marketing partnership to include USA Basketball and its Hispanic marketing initiative, Noches éne bé a.

“We’ve expanded this longstanding partnership in key areas that matter to our consumers, like content, packaging, and our new affiliation with USA Basketball,” said Lucas Herscovici, vice president of consumer connections at Anheuser-Busch. “The new agreement will allow us to connect our brands with the league, its teams, and its fans through authentic campaigns that shape the industry.”