The NBA fuels up

The NBA parked a new deal with ExxonMobil, locking in a new multiyear marketing partnership that makes the brand an official marketing partner of the NBA, WNBA, and NBA Development League in the US and China. The deal marks the largest and most comprehensive ever in the motor oil category during the league’s 70-year history with the opening act making ExxonMobil’s Mobil 1 lubricant the official motor oil of the leagues. ExxonMobil will also serve as an associate partner of NBA Global Games China and promote the partnership at preseason games in Shanghai on Oct. 9 and Beijing on Oct. 12. In addition, throughout the 2016-17 season, the company will develop and promote NBA-themed integrated campaigns, including advertising, custom digital video content, and social media programs.

“By partnering with the NBA, ExxonMobil can engage consumers across the United States and China, also two of our largest markets, to extend our brands’ recognition, help reinforce our leadership position, and distinguish our products in today’s competitive global marketplace,” said Matt Bergeron, vice president, marketing, ExxonMobil Fuels, Lubricants & Specialties Marketing Company.

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