The NBA’s newest sponsor, Jack Daniel’s, leads the list of All-Star activation as the league’s showcase weekend returns to New Orleans.
Jack Daniel’s, which last month signed a deal to replace Diageo as the league’s spirits sponsor, will kick off its partnership with a Jack Daniel’s House No. 7 hospitality venue that will run for two nights in New Orleans. Jack Daniel’s is also a partner of the All-Star celebrity game and the brand will have a media buy throughout All-Star broadcasts.
“It’s their first expression with us,” said Kerry Tatlock, senior vice president of global marketing partnerships with the NBA. “Jack’s House will be a significant presence for fans to see how the partnership comes to life.”
 |
The sponsor has its name on a New Orleans hospitality venue and partners on the celebrity game.
Photo by: NBA |
Also activating at All-Star for the first time is ExxonMobil, which is in the first year of its leaguewide deal. The company is using All-Star activities for its “Protection” digital content series that will feature current NBA players and legends.
Tatlock said Mountain Dew is among the most active All-Star sponsors this year, highlighted by its three-on-three basketball tour that debuted last summer. In New Orleans, the brand will hold the Dew NBA 3x All-Star Edition game at Champions Square on All-Star Thursday, with the event to be shown on TNT on Saturday.
“It is the first time we are tying together their summer program and bringing it to All-Star,” Tatlock said. “They will also have new creative around All-Star and just a strong presence overall.”
Other new activations this year include JBL, which takes over from Foot Locker as title partner of the 3-point contest held on All-Star Saturday night.
Companies activating around the league’s new NBA Crossover fan venue during the weekend are Bud Light, Foot Locker, JBL, Stance and Tissot.
Despite the NBA moving the All-Star Game out of Charlotte and into New Orleans this summer due to North Carolina’s HB2 law, Tatlock said sponsorship plans have not been hurt by the location shift. The All-Star Game was last held in New Orleans in 2014.
“In some ways, the condensed timeline made everyone double down and do it differently,” she said. “We have seen no shortage of activity.”
Other activation highlights include Kia again having its logo on the upper left front of this year’s All-Star Game jerseys. Kia is also title sponsor of the All-Star MVP Award.
State Farm continues its title sponsorship of All-Star Saturday Night for the eighth consecutive year. The company also will be title partner of the State Farm All-Star Assist Center, a “social hub” located in Champions Square.
Kumho Tire continues as presenting partner of the NBA D-League All-Star Game. Nike will launch its new “Equality” campaign featuring athletes from several sports, including the New Orleans Pelicans’ Anthony Davis, Golden State Warriors’ Kevin Durant and Cleveland Cavaliers’ LeBron James.
