Just in time for tax season, H&R Block has signed a multiyear promotional partner deal with the NBA.
H&R Block will be the first official tax services partner of the NBA and also a partner of the Feb. 15 All-Star Game in New York City, where it will serve as an associate sponsor of that weekend’s NBA All-Star Celebrity Game on Friday night and Saturday’s NBA All-Star Practice.
NBA D-League and WNBA rights are not included in the deal.
While the agreement marks H&R Block’s first professional sports league sponsorship, the company did recently buy rights from the Cleveland Cavaliers and is expected to sign more NBA club deals as well. H&R Block has a patchwork of other team-level sponsorships, including deals with the New York Yankees, Kansas City Royals and Minnesota Wild.
Optimum Sports brokered the NBA deal.
Media commitments include NBA TV and digital inventory. On NBA.com, H&R Block will sponsor an online series that an NBA spokeswoman said will “playfully pair taxes and basketball” and will debut around the All-Star Game.
H&R Block’s Billion Back Cash Machine, a physical manifestation of its current ad campaign, will be at a Jan. 28 Cavs game and at various NBA All-Star Game events.
