The National Basketball Association (NBA) and Bacardi U.S.A., Inc. today announced a comprehensive multiyear marketing relationship in support of the Bacardi Gold rum brand which will include a series of joint marketing activities.
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. 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).
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.
Bacardi also has relationships with six NBA teams including the Boston Celtics, Dallas Mavericks, Miami Heat, Minnesota Timberwolves, New Orleans Hornets, and Washington Wizards.