Confectionary giant signs multi-year marketing and licensing partnership with basketball league.
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- Partnership covers NBA, WNBA, NBA G League, NBA 2K League and USA Basketball
- Mondelēz also has US sports partnerships with MLS and Team USA
The National Basketball Association (NBA) has unveiled a wide-ranging licensing and marketing partnership with confectionary giant Mondelēz International.
The multi-year deal will see the conglomerate behind brands such as Oreo Cookies, Chips Ahoy!, Nutter Butter and Ritz Crackers develop a variety of products and promotions in partnership with the NBA, as well as the Women’s National Basketball Association (WNBA), NBA G League, NBA 2K League and USA Basketball.
The first activation will be rolled out later this month with the launch of limited-edition NBA Dynasty Oreo Cookies, which will see the logos of the Boston Celtics, Chicago Bulls, Golden State Warriors, Los Angeles Lakers, Miami Heat and San Antonio Spurs featured on the sandwich biscuits.
In addition, the pair plan to introduce a ‘Taste Greatness’ sweepstakes later this month, offering fans the opportunity to win a trip to next year’s NBA All-Star Game.
“We’re excited to work with the NBA to further our shared commitment of bringing people together and building communities,” said Rachel Lawson, associate director of scale consumer and retail engagement for Mondelēz International. “Through this partnership, we will create moments across our brand portfolio that unite all NBA enthusiasts – from teammates and coaches, to fans and families.”
Mondelēz’s other US sports partnerships include pacts with Major League Soccer (MLS) and the USA Olympic team. Last year the company announced a raft of deals in European soccer for its Cadbury chocolate brand, which is now a sponsor of Liverpool, Arsenal, Manchester United, Tottenham Hotspur, Chelsea and Manchester City.