Marketing deal will tip off during the NBA All-Star Weekend 2017 in New Orleans, La.

The National Basketball Association has entered a new, multi-year marketing partnership with Jack Daniel’s.

The initial focus of the partnership will see Jack Daniel’s become the official marketing partner of the NBA, Women’s National Basketball Association, the NBA Development League and USA Basketball.

Jack Daniel’s will tip off the partnership during the NBA All-Star Weekend 2017 in New Orleans, La., with Jack Daniel’s House No. 7–its hospitality and experiential event that will be open for two nights and bring local fans and NBA guests together for musical performances, guest rooms, basketball-themed activities and more.

Jack Daniel’s will also serve as a partner of the NBA All-Star Celebrity Game.

“We are proud to partner with Jack Daniel’s, an iconic brand with a rich history and a reputation for unique and innovative marketing,” says Emilio Collins, executive vice president, global partnerships, NBA. “Our new partnership creates a wealth of opportunities for us to connect with new and longtime fans and celebrate our game.”

Additionally, Jack Daniel’s is currently a partner of five NBA teams: Atlanta Hawks, Denver Nuggets, L.A. Clippers, Oklahoma City Thunder and San Antonio Spurs.

“We are thrilled to be entering into this partnership and look forward to a mutually beneficial relationship with the NBA for years to come,” says John Higgins, vice president and brand director, North America, Jack Daniel’s. “The NBA is a perfect fit for Jack Daniel’s as we both share the same values of integrity, loyalty and community. We couldn’t be more excited for our fans and consumers who love the great sport of basketball.”