Taco Bell is the NBA's new fast-food partner, replacing the league's long-term sponsor McDonald's.

The agreement, which will initially run for four years, brings to an end a 20-year partnership between the NBA and McDonald's. Taco Bell will, in addition, be title sponsor for the All-Star Saturday Night Skills Challenge and an associate sponsor of the All-Star Jam Session. Adverts intended to capitalise on the association will be screened on ABC, TNT and ESPN.

The deal is far from Taco Bell's first basketball sponsorship. It already has partnerships in place with nine NBA franchises - Charlotte Bobcats, Chicago Bulls, Cleveland Cavaliers, Detroit Pistons, LA Lakers, New Orleans Hornets, Philadelphia 76ers, Portland Trail Blazers and Utah Jazz.

Taco Bell spent US$253 million on advertising in 2008.