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Marketing and Sponsorship

Oil It Up: ExxonMobil Signs Multiyear Deal To Sponsor NBA, WNBA, D-League

ExxonMobil has signed a multiyear sponsorship deal with the NBA, making its Mobil 1 brand of synthetic motor oil the NBA, WNBA, and the D-League’s official motor oil, motor fuel and lubricant. The deal includes NBA rights in China, where activation -- including in-arena promos and customer hospitality -- will begin at next week's Rockets-Pelicans preseason games in Shanghai and Beijing. ExxonMobil also will soon break NBA-themed creative in China featuring Lakers F Yi Jianlian. Financial terms of the deal were not disclosed. ExxonMobil will have pass-through rights for its own and other retailers, and will back the sponsorship with themed advertising, and buys on NBA TV rightsholders ESPN/ABC and Turner, as well as on NBA digital and social media outlets. ExxonMobil is expected to cut media deals with a number of NBA teams. NBA Senior VP/Business Development & Global Partnerships Rachel Jacobson noted ExxonMobil is "endemic to motor sports, but we open up a new demographic.” The NBA has not had a motor oil sponsor for more than 15 years. Castrol had league rights from '93-'00. Castrol signed an NBA China rights deal last year. Among other large U.S. properties, Castrol has been an NFL league corporate sponsor since '10, while Lucas Oil signed entitlement to the Colts' home field 10 years ago. Motorsports is replete with oil and gas deals, including Mobil 1 service as the official oil of NASCAR and a 12-year-old deal that has Sunoco as the racing circuit’s official fuel.

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