NBA Extends Bud

The NBA reaffirmed its relationship with one of the sports world’s biggest spenders by announcing a four-year extension of its marketing partnership with Anheuser-Busch Tuesday. For the first time, the NBA and A-B will produce an original, digital content series that will appear on NBA and A-B-owned properties over the current 2015/2016 season.

Under terms of the agreement, A-B will continue to serve as the Official Beer Partner of the NBA, WNBA and NBA D-League. The brewer will also expand the partnership to include USA Basketball and the NBA’s Hispanic marketing initiative, Noches éne•bé•a.

A-B’s Budweiser and Bud Light brands will activate around all of the league’s big events, including the NBA Finals, NBA Playoffs, NBA All-Star and WNBA All-Star. The NBA and A-B have been marketing partners since 1998.

Emilio Collins, the NBA’s EVP/Global Marketing Partnerships, said Budweiser and Bud Light will “engage fans in a multitude of new ways through live events, retail programs, digital activation and great storytelling.”

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