The National Basketball Association (NBA) has named Jack Daniel’s as an official marketing partner.
The multi-year agreement also makes the Tennessee-based whiskey manufacturer an official marketing partner of the Women’s National Basketball Association (WNBA), the NBA Development League (D-League) and USA Basketball.
The partnership is set to begin at 2017’s NBA All-Star Weekend, which is to be held in New Orleans between 17th and 19th February. Jack Daniel’s will act as an official partner for the All-Star Celebrity Game, while Jack Daniel’s House No. 7 - a hospitality event - will run for two nights over the weekend.
Neither the financial details nor the duration of the partnership were confirmed.
John Higgins, Jack Daniel’s brand vice president, said: “We are thrilled to be entering into this partnership and look forward to a mutually beneficial relationship with the NBA for years to come”
“We are proud to partner with Jack Daniel’s, an iconic brand with a rich history and a reputation for unique and innovative marketing,” added NBA executive vice president Emilio Collins. “Our new partnership creates a wealth of opportunities for us to connect with new and long-time fans and celebrate our game.”
The 2017 All-Star rosters were confirmed this week, when coaches selected reserves for the Eastern and Western Conference teams. Giannis Antetokounmpo, DeAndre Jordan, Gordon Hayward and Kemba Walker are set to make their first appearances, while Russell Westbrook - the All-Star Game’s most valuable player for the past two seasons - will start on the bench for the Western Conference.