The National Basketball Association (NBA) has announced a licensing and marketing partnership with confectionary giant Mondelēz International.
The multi-year deal with Mondelēz, who is behind popular confectionaries including Oreo Cookies, Chips Ahoy!, Nutter Butter and Ritz Crackers, will see products and promotions produced alongside the NBA, as well as the Women's National Basketball Association (WNBA), NBA G League, NBA 2K League and USA Basketball.
It will first be seen through the launch of limited-edition NBA Dynasty Oreo Cookies, which will feature the logos of Boston Celtics, Chicago Bulls, Golden State Warriors, Los Angeles Lakers, Miami Heat and San Antonio Spurs on the biscuits.
Additionally, 'Taste Greatness' sweepstakes will take place to offer 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 has already secured a number of partnerships within the sports industry, including Major League Soccer (MLS) and the USA Olympic Team, as well as teams from English football clubs as part of its Cadbury chocolate arm, sponsoring Arsenal, Liverpool, Manchester United, Manchester City, Tottenham Hotspur and Chelsea.
Author: Jake Wilkin