NBA signs groundbreaking Bacardi deal 06/04/2010 |
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The NBA has agreed a sponsorship deal with Bacardi, making it the first of the big four US sports to sign a spirits brand as a corporate patron.
The deal, which many experts believe will act as a catalyst for other sports, comes as spirits companies have been steadily increasing their presence within pro teams and venues.
Bacardi’s three-year deal includes an advertising campaign for its Gold rum, marking the first TV support for the brand in some time.
The company will support its deal with the ‘Gold Standard’ scholarship programme that will funnel $100,000 a year towards the Thurgood Marshall College Fund and the Hispanic Scholarship Fund.
“It was time to give Gold its own spotlight,” said Margaret McDonnell, brand director for Bacardi rums. “When you hear Bacardi, most consumers think of the clear [rum]. Having something that the brand can own will help us establish a personality and identity for Bacardi Gold.”
Bacardi’s NBA deal comes as part of an increased focus on sponsorship by the company recently. It signed up as a sponsor of the Black Eyed Peas tour this year, and is using Formula One driver Michael Schumacher for a social responsibility campaign.
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