The National Basketball Association (NBA) has forged a unique four-year partnership with Mondelēz International which includes a range of licensing and marketing activities.
The conglomerate, which owns various snack and candy brands such as Oreo, Ritz, Sour Patch Kids, Chips Ahoy!, belVita and Nutter Butter, will produce a range of limited edition NBA Dynasty Oreo Cookies. The activation will see the emblems of the Boston Celtics, Chicago Bulls, Golden State Warriors, Los Angeles Lakers, Miami Heat and San Antonio Spurs will appear on the sandwich wafer biscuits.
The arrangement also covers the Women’s National Basketball Association (WNBA), NBA G League, NBA 2K League and USA Basketball.
NBA Senior Vice President and Head of Media and Business Development, Dan Rossomondo, commented: “Creating unique products and consumer promotions with Mondelēz International’s iconic collection of brands is going to be an enjoyable way to bring our partnership together for NBA fans.”
Later this month, the NBA and Mondelēz will launch the ‘Taste Greatness’ sweepstakes, presenting supporters with the chance to win a trip to next year’s NBA showpiece All-Star Game.
“We’re excited to work with the NBA to further our shared commitment of bringing people together and building communities,” added Rachel Lawson, Mondelēz International’s Associate Director of Scale Consumer and Retail Engagement. “Through this partnership, we will create moments across our brand portfolio that unite all NBA enthusiasts – from teammates and coaches, to fans and families.”
The confectionery company signed a deal with Major League Soccer (MLS) in 2015 and has also partnered with the USA Olympic team.
Earlier in the month, the NBA designated PepsiCo to the snack food category, with the firm continuing its agreement as the official soft drink and official chip of the basketball competition.