The National Basketball Association has recently signed a brand new four-year digital marketing partnership with America’s largest beer producer, Anheuser-Busch. With the NBA arguably leading the world of sport in digital utilities, the renewal looks to take things a step further.
The deal will allow Anheuser-Busch to use NBA team logos on their bottles and cans, but by far the most intriguing aspect of the agreement involves a new digital content series that will be available to the public. The content will be available both on the NBA’s website and Anheuser-Busch’s various social media outlets.
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The idea is very similar to the NFL’s approach to digital content, as they signed on with and formed a company by the name of ACE Media. The theme will revolve around creating a more personalized gateway for fans to interact with their favourite stars and experience what life is like behind the scenes for a professional athlete.
And the deal has an interesting digital video addition. According to the NBA, “For the first time, Anheuser-Busch and the league will work together to produce an original digital content media series, designed to bring its brand messages to life through basketball. These videos will appear on NBA-owned properties and will be shared on Anheuser-Busch-owned properties this season.”
The NBA has one of the most powerful social media presences in the world, with league officials saying that the reach covers over 900 million followers globally, ranging from Facebook and Instagram to Snapchat and QQ.
Anheasuer-Busch will also be having an increased role of sponsorship and marketing of it’s own during high-profile NBA events like NBA All-Star weekend and also has an alliance to USA Basketball. Popular brands owned by the company such as Budweiser and Bud Light will be the two main affiliates with the NBA.
“We’ve expanded this longstanding partnership in key areas that matter to our consumers, like content, packaging, and our new affiliation with USA Basketball,” said Lucas Herscovici, Vice President, Consumer Connections at Anheuser-Busch in the NBA’s press release. “The new agreement will allow us to connect our brands with the league, its teams, and its fans through authentic campaigns that shape the industry.”
The digital content series will be promoted through both the NBA and Anheuser-Busch and will reach a diverse set of markets.
“Our relationship with Anheuser-Busch is one of our longest standing partnerships, and we’re thrilled to be expanding our activation in new ways that span the basketball calendar,” said Emilio Collins, NBA Executive Vice President, Global Marketing Partnerships. “The marketing commitments being made by the Budweiser and Bud Light brands will engage fans in a multitude of new ways through live events, retail programs, digital activation and great storytelling.”
After the NFL’s proposal to begin a similar operation, this is now a clear sign of where sport both socially and commercially is heading. Not only as a sport, but also as a profitable business, executives want fan engagement to be at its optimal level all the time. Now that so many sports are battling away for market share, fans will reap the benefits and it sets up an exciting prospect.