NBA and Bacardi announce new multiyear marketing relationship and scholarship initiative
More than $100,000 to be provided annually through the Thurgood Marshall College Fund and the Hispanic Scholarship Fund
The National Basketball Association (NBA) and Bacardi U.S.A., Inc. announced a comprehensive multiyear marketing relationship in support of the BACARDI® Gold rum brand which will include a series of joint marketing activities and highlight both companies’ commitment to corporate responsibility.
The agreement includes the launch of the new Gold Standard Scholarship Program which will award more than $100,000 annually to help dedicated students reach their educational goals. In partnership with the Thurgood Marshall College Fund and the Hispanic Scholarship Fund, the program will provide financial assistance to minority students in select NBA markets who are 21 years of age or older and are pursuing undergraduate or graduate degrees. It will recognize individuals who not only excel in the classroom, but exemplify the values of leadership and service in their communities. The scholarship program will tip off at the start of the 2010-2011 academic year.
Through this partnership, BACARDI Gold will be featured in NBA national telecasts and on NBA.com, as well as through activities with the Women’s National Basketball Association (WNBA) and NBA Development League (NBA D-League).
“BACARDI is a leading brand that, like the NBA, is rich in history and tradition,” said Mark Tatum, NBA Executive Vice President of Global Marketing Partnerships. “Both of our organizations share a deep-seated commitment to corporate responsibility, and The Gold Standard Scholarship Program will be an important centerpiece of our partnership that will provide a significant amount of aid to young adult leaders in the community.”
“We are excited to partner with an organization like the NBA that shares our commitment to giving back to local communities and providing individuals with the resources they need to reach their goals,” said Margaret McDonnell, brand director, BACARDI rums. “This collaboration between BACARDI and the NBA is the perfect way to showcase our brand values and establish programs that give back to those in need.”
As an official marketing partner of the NBA, BACARDI Gold will extend its reach to consumers of legal drinking age across multiple demographics. This will give the brand significant presence on NBA national game telecasts on TNT, along with exposure on NBA.com and NBA TV. To promote the brand’s association with the league, BACARDI Gold will execute basketball-themed events with co-branded giveaways nationwide.
To further the relationship, BACARDI Gold will participate with the WNBA in its annual Inspiring Women program and luncheon. This event recognizes individuals who inspire others through their commitment and dedication to work, family, and community by presenting them with the WNBA Inspiration Award.
BACARDI Gold will also host a special NBA D-League fantasy camp at the NBA Summer League, the NBA’s annual summer evaluation event featuring NBA teams whose rosters are comprised of incoming draftees, free agents and veteran players. BACARDI Gold will offer guests the unique opportunity to take part in a basketball camp featuring NBA legends, coaches, and players from the NBA D-League.
BACARDI also has relationships with six NBA teams including the Boston Celtics, Dallas Mavericks, Miami Heat, Minnesota Timberwolves, New Orleans Hornets, and Washington Wizards.
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