April 6, 2018
Marketing partnership will tip off at NBA Global Games China 2016.
The National Basketball Association has entered a new, multi-year marketing partnership with ExxonMobil in the U.S. and China.
The initial focus of the partnership will see ExxonMobil’s Mobil 1 lubricant become the official motor oil of the NBA, Women’s National Basketball Association and NBA Development League. Throughout the 2016-17 season, the motor oil company will develop and promote NBA-themed campaigns, including advertising, custom digital video content and social media programs. The Mobil 1 brand will also be promoted across NBA media channels including NBA TV, NBA.com, social media and the NBA app, as well as broadcast partners ABC/ESPN and TNT.
“We are proud to partner with ExxonMobil, a distinguished global company and proven industry leader,” says Rachel Jacobson, senior vice president, business development, global partnerships, NBA. “The Mobil 1 brand is synonymous with technology leadership and outstanding performance, and we’re looking forward to bringing these shared values to life for our fans in two of our biggest markets.”
Additionally, ExxonMobil will serve as an associate partner of NBA Global Games China and promote the partnership at preseason games in Shanghai, Oct. 9, and Beijing, Oct. 12.
The partnership also represents one of the first associations between Mobil 1 motor oil and a major sports brand outside of motorsports.
“By partnering with the NBA, ExxonMobil can engage consumers across the U.S. 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,” says Matt Bergeron, vice president, marketing, ExxonMobil.
Read more about:NBA
You May Also Like