Tuesday September 26, 2023
The Best Employers in Sports Survey is Now Open!

Jack Daniel’s teams up with the NBA to become Official Partner

Front Office Sports Today

Writer’s Strike End a Boon for Sports Networks, Agencies

We delve into the potential long-term impact of the five-month strike.
Listen Now
September 26, 2023 | Podcast
Copy Link
Link Copied
Link Copied

The multiyear partnership makes the whiskey company an official marketing partner of the NBA, WNBA, NBA D-League and USA Basketball.

The advertisement used to announce the partnership. Photo via NYSportsJournalism.com

The advertisement used to announce the partnership. Photo via NYSportsJournalism.com

The NBA has announced a new official marketing partner for the league, but it is not a brand that one typically associates with professional basketball — Jack Daniel’s whiskey. The multiyear partnership makes the whiskey company an official marketing partner of the NBA, WNBA, NBA D-League and USA Basketball.

By essentially partnering with four different entities, this marks the largest sports partnership in the Tennessee-whiskey’s 150-year history.

The partnership is wasting no time, with the first major activation taking place during the NBA All-Star weekend in New Orleans, Louisiana. A hospitality and experiential event, The Jack Daniel’s House №7 will be open for two nights and feature musical performances, programming and plenty of libations.

In addition to the brand house, Jack Daniel’s will also serve as the host to the 2017 NBA Celebrity All-Star Game.

Want more great content like this? Be sure to subscribe to our newsletter!

While this is the most significant sports partnership in brand history, partnering with NBA teams is not uncommon ground as it is currently a partner of five NBA teams: Atlanta Hawks, Denver Nuggets, LA Clippers, Oklahoma City Thunder and the San Antonio Spurs.

In an ironic first advertisement, the copy reads “Jack Daniel’s stood only 5’2”, but as an official NBA partner, we’re feeling much taller.”

With the ongoing evolution of making advertisements and marketing materials stand out and be memorable, this ad certainly accomplishes that.

Alcohol and Sports Sponsorship

The subject of having alcohol sponsors in professional sports has long been one of contention.

However, brands like Budweiser and Bud Light have long been synonymous with Major League Baseball (MLB) and the National Football League (NFL).

For example, when attending a MLB game or watching it on TV, the script Budweiser logo is almost guaranteed to make an appearance at some point.

This past NFL regular season, during broadcasts, the region-specific Bud Light cans with “your team’s” logo aired regularly.

Along with the region-specific can, a popular contest run by Bud Light this season has urged fans to purchase a case of the beer in search for a “golden can,” which meant that they had won Super Bowl tickets for life.

Example of Budweiser's MLB sponsorship from 2012. Image via beerpulse.com

Example of Budweiser’s MLB sponsorship from 2012. Image via beerpulse.com

Speaking of the Super Bowl, a perennial advertisement that people always look forward to is for Budweiser.

The Budweiser Clydesdales (and sometimes golden retriever puppies) are sure to tug at the viewers’ heart strings, often times forgetting what the commercial is even promoting.

With actors not able to actually show themselves drinking alcohol in commercials, due to legislation, often times in these Budweiser Super Bowl commercials, the iconic horses are the giveaway for what the commercial is.

Alcohol brands sponsoring sports leagues seems counterproductive, as the participants are usually in peak physical shape and alcohol is not really the best performance enhancer.

However, without these sponsorships, the in-game experience for fans might not be the same.

That is not to say that alcohol increases the amount of fun or has a direct correlation as to how you enjoy yourself. Rather, the act of grabbing a beer and a hotdog at a baseball game in mid-July or the experience of hailing down the beer guy at halftime would not be as synonymous with going to a game.

A fascinating aspect of alcohol sponsorships is the activation and experiential events.

Much like how the NBA will have the Jack Daniel’s House №7 in New Orleans, Bud Light had the “Up for Whatever” campaign, in which consumers were swept away to do outlandish events.

These commercials have not only promoted their brand, but also stuck in the mind of the consumers, which is exactly what they set out to do.

When it comes down to sponsorship deals, not only is a goal to align parties with likeminded brands, but the amount of money exchanged in these deals provides teams with opportunities that they otherwise might not have.

Copy Link
Link Copied
Link Copied

What to Read

Fans can get free antennas from the Suns ahead of their shift to over-the-air TV broadcasts.

Suns Give Free Antennas to Fans Before Television Shift

The giveaway supports the Suns' shift to Gray's over-the-air channels.

NBA Cracks Down On Player Rest Ahead of Multi-Billion Dollar Rights Talks

NBA rest days will be regulated as league prepares for rights talks.

NBA Teams Could Be Fined Millions For Resting Stars

The league is reportedly cracking down on load management.

Max Will Use Free Sports To Lure New Streaming Subscribers

The streaming service is launching a sports tier this year.
podcast thumbnail mobile
Front Office Sports Today

Writer’s Strike End a Boon for Sports Networks, Agencies


Featured Today


Oakland-MLB Relationship Devolves Into Next-Level Toxicity

Commissioner, mayor have very different accounts of July meeting
Jacksonville Jaguars Team President Mark Lamping addressed community members at Strings Sports Brewery on Main Street for the first of 14 planned town hall sessions to present the team's plans for the new "stadium of the future" complex and address the public concerns.
September 25, 2023

Jacksonville Jaguars President Walks Back Stadium ‘Threat’

"Viewing those comments as a threat to leave Jacksonville isn't correct."
Chatri Sityodtong
September 25, 2023

ONE Championship's Quest To Challenge Rival UFC Through U.S. Expansion

Leveraging its Amazon deal, ONE Championship seeks to expand in U.S.
September 24, 2023

Savannah Bananas Break All The Rules To Hit The Mainstream

Team concludes 2023 tour with even-bigger plans for next year


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations
Drew Brees smiling while wearing hat

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.
September 16, 2022

NBA Legend Scottie Pippen Latest Celebrity To Endorse LIV Golf

The former Chicago Bull is part of LIV's celebrity marketing campaign.
June 21, 2022

NBA Finals Broke Records on Social Media

The NBA closed out the season with a bang on social media, eclipsing 2 billion video plays for a 19% increase over last year.
June 21, 2022

Gallo Winery Could Be New Player For Super Bowl Spots

Anheuser-Busch is giving up Super Bowl alcohol exclusivity for first in decades. NFL sponsor E. & J. Gallo Winery might step up with own commercials in the Big Game.
June 13, 2022

NBA's Latest Floating Court Hits London's River Thames

Hennessy continued their global initiative with the NBA by creating a floating court in the River Thames.
June 13, 2022

Steph Curry Is NBA's Social Media King

Steph Curry isn't only dominating on the court, he's become the king of the NBA's social and digital push.
June 7, 2022

The NBA Continues to Dominate the Social Media Space

The NBA seemingly capitalizes in the digital and social space more than most leagues. Here's some of the data from the Finals.
June 1, 2022

Golf Sponsors Dump PGA Tour Players Defecting To Rival LIV

Golf sponsors RBC and UPS have ended their deals with Dustin Johnson, Graeme McDowell and Lee Westwood over their decision to join LIV Golf.