Taco Bell and the National Basketball Association have extended their partnership for another multi-year term, and will expand it with a new digital and social program.
Taco Bell has been the NBA's official QSR partner since 2009.
Taco Bell will continue to be featured in NBA national game telecasts and have television and online advertising exposure through NBA, WNBA and NBA D-League media platforms.
It will also continue as the title partner of the Taco Bell Skills Challenge during NBA All-Star (with the Taco Bell Foundation for Teens, which awards scholarships, as the beneficiary), and as an associate sponsor of the NBA All-Star Jam session.
The new digital/social program will focus on giving fans access to last-second, game-winning shots. Taco Bell will also promote the program through its 6,000-plus restaurants nationwide, and during the NBA playoffs and finals.
The partnership has included various promotions over the years. Last season, the Taco Bell NBA BIG Box debuted during the 2013 NBA Conference Finals, featuring 42 players across six different NBA themed-boxes, along with custom NBA content accessed through QR codes.
In addition, Taco Bell had NBA player-specific integrations last season, including appearances in TV spots, and spokesperson participation for the brand in support of The One Fund Boston.