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Anheuser-Busch and NBA Renew Marketing Partnership

By John Burns, Associate Editor
December 4, 2015

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Anheuser-Busch, St. Louis, and the National Basketball Association (NBA) announced a four-year extension of their marketing partnership, which initially began in 1998.

Under the agreement, Anheuser-Busch will continue to be the official beer partner of the NBA and its affiliated professional leagues, and will expand its marketing partnership to include USA Basketball and the league’s Hispanic marketing initiative.

Also, for the first time, the league and Anheuser-Busch will work together to produce an original digital content series of videos that’s designed to bring its brand messages to life via basketball. They will appear on league-owned properties and be shared on Anheuser-Busch-owned properties starting this season.

“We’ve expanded this longstanding partnership in key areas that matter to our consumers, like content, packaging and our new affiliation with USA Basketball,” says Lucas Herscovici, vice president, 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.”

Anheuser-Busch can now feature select NBA and team logos on cans, bottles and other packaging, and starting this season, Budweiser and Bud Light will run NBA marketing activations simultaneously.

For more information, visit Anheuser-Busch.com. — J.B.