SBD/October 15, 2013/Marketing and Sponsorship

Taco Bell Renews Deal As NBA's Official QSR, With New Digital, Social Media Efforts

Taco Bell will continue as title sponsor of the All-Star Skills Challenge
NBA Senior VP/Global Marketing Partnerships Emilio Collins said that Taco Bell is "reupping its status as the official quick-serve restaurant sponsor of the NBA" starting with the '13-14 season, according to Michael McCarthy of AD AGE. Taco Bell has held the NBA's official QSR status since '09, and will "expand their four-year partnership with the launch of a digital and social-media platform called 'Buzzer Beaters' that will highlight last-second, game-winning shots." Fans will be able to "view clips of buzzer-beaters at a Taco Bell-branded section on NBA.com." While details on the Buzzer Beater program "are still being worked out, there will also be integration within Taco Bell's nearly 6,000 U.S. restaurants." Taco Bell "will advertise during national game telecasts on ESPN and TNT and buy ads across the NBA, WNBA and NBA D-League's media platforms." It also will "continue as title sponsor" of the Taco Bell Skills Challenge during the NBA All-Star weekend. Collins said that the QSR "wanted to align itself with the most exciting aspects of the NBA." Taco Bell CMO Chris Brandt thinks that Buzzer Beaters will "work with the chain's 'Live Mas' brand positioning" (ADAGE.com, 10/15).
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