Marketing and Sponsorship

Jack Daniel's If You Please: NBA Signs Multiyear Deal With Whiskey Brand

By John Lombardo and Terry Lefton 1.26.2017

The NBA has signed a league-wide sponsorship deal with Brown-Forman’s Jack Daniel's brand. Activation will begin at next month's All-Star Game in New Orleans. The multiyear deal with Jack Daniel's replaces Diageo as the league’s spirits sponsor. Financial terms were not disclosed. This is the first league deal for Jack Daniel's, which already has team deals with the Hawks, Nuggets, Clippers, Thunder and Spurs, as well as seven MLB clubs. The deal gives the brand NBA IP rights at retail and includes a media buy. The sponsorship will tip-off in New Orleans with the creation of a Jack’s House No. 7 hospitality event. Jack Daniel’s will also serve as a sponsor of the NBA All-Star Celebrity Game. Publicis Media Sports negotiated the deal for Brown-Forman.

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