NEW YORK, NY — The National Basketball Association (NBA) and Bacardi U.S.A. 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.
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.”
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 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.