I’ll Drink to That: Jack Daniels Partners with the NBA

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Jack Daniels NBA

Sports and alcohol go together like peanut butter & jelly, so it makes a lot of sense when we hear that a major brand like Jack Daniels has partnered with the National Basketball association. 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 but have expanded their relationship with the NBA and announced this press release:

“Jan 27, 2017 – Jack Daniel’s and the National Basketball Association (NBA) announced today a new multiyear partnership making Jack Daniel’s an official marketing partner of the NBA, the Women’s National Basketball Association (WNBA), the NBA Development League (D-League), and USA Basketball.  This marks the largest partnership with a professional sports league in the brand’s history.

Jack Daniel’s will tip off the partnership during NBA All-Star 2017 in New Orleans with Jack Daniel’s House No. 7 – its hospitality and experiential event, which will be open for two nights bringing local fans and NBA guests together for musical performances, guest rooms with unique programming, eclectic eats inspired by southern cuisine, and basketball-themed activities.  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,” said Emilio Collins, NBA Executive Vice President, Global Partnerships.  “Our new partnership creates a wealth of opportunities for us to connect with new and longtime fans and celebrate our game.”

“We are thrilled to be entering into this partnership and look forward to a mutually beneficial relationship with the NBA for years to come,” said John Higgins, VP Jack Daniel’s Brand Director for North America.  “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.”

We like what we see when brands form partnerships with the major sports leagues. A great example of this done right is Budweiser/Coors Light and the NFL who are always sponsoring and hosting media and hospitality events. You can expect similar results with this new partnership and Jack Daniels works with the NBA and it’s subsidiaries like the D-League and WNBA. Stay tuned for more information as we get it…







Alex is a full time consultant with 10+ years experience in the wine & spirits + consumer packaged goods industries. He is not a professional bartender, but is BarSmarts certified and makes a mean caipirinha. When not writing, Alex can be found traveling, spending time with his family, or bar hopping.

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