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AB InBev Extends NBA Sponsorship

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02/12/2015

2nd December, 2015 by Lauren Eads
Anheuser-Busch has extended its sponsorship deal with the National Basketball Association (NBA) in the US for a further four years, maintaining its dominance of the sport having first entered into a partnership in 1998.

Entering its 18th year of sponsoring the association, Anheuser-Busch will for the first time work with the league to produce digital content for online platforms, that will be aimed at bringing “its brand messages to life through basketball”. The renewal also also includes enhanced packaging and marketing rights, with Anheuser-Busch now able to feature select NBA and team logos collectively on cans, bottles and other packaging and in promotional campaigns.

Emilio Collins, NBA executive vice president of global marketing partnerships said the expanded partnership would allow it to engage fans in a number of new ways “through live events, retail programs, digital activation and great storytelling.” 

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