JD agrees ‘largest sports sponsorship deal’

Jack Daniel’s has agreed its largest sports sponsorship deal to date after entering into a partnership with the National Basketball Association (NBA).

Jack Daniel’s agreement with the NBA marks the brand’s largest sports sponsorship deal to date

The Brown-Forman-owned Tennessee whiskey brand will be the “official marketing partner” of the NBA, the Women’s National Basketball Association (WNBA), the NBA Development League (D-League), and USA Basketball under a multi-year agreement.

“We are thrilled to be entering into this partnership and look forward to a mutually beneficial relationship with the NBA for years to come,” said John Higgins, VP Jack Daniel’s brand director for North America.

“The NBA is a perfect fit for Jack Daniel’s as we both share the same values of integrity, loyalty and community. We couldn’t be more excited for our fans and consumers who love the great sport of basketball.”

The partnership will launch during the NBA All-Star 2017 in New Orleans with Jack Daniel’s House No.7, the brand’s hospitality and “experiential event” that will open for two nights.

During the event, local fans and NBA guests will enjoy musical performances, room with “unique programming”, food inspired by southern cuisine and basketball-themed activities.

Jack Daniel’s will also serve as a partner of the NBA All-Star Celebrity Game. The brand will host a series of events throughout the NBA, WNBA, NBA D-League and USA Basketball. Also developing NBA-themed programmes at retail stores, along with custom marketing and advertising campaigns.

Jack Daniel’s is currently a partner of five NBA teams: Atlanta Hawks, Denver Nuggets, L.A. Clippers, Oklahoma City Thunder, and San Antonio Spurs.

Earlier this month, Jack Daniel’s partnered with World of Coffee to create a whiskey-infused Arabica coffee.