The National Basketball Association and ExxonMobil have announced a new multiyear marketing partnership, making ExxonMobil an official marketing partner of the NBA, Women’s National Basketball Association, and NBA Development League in the United States and China.
This new partnership represents the largest and most comprehensive ever in the motor oil category during the league’s 70-year history. The initial focus of the partnership will see ExxonMobil’s Mobil 1 flagship brand become the official motor oil of the NBA, WNBA, and the NBA D-League in the United States and China. ExxonMobil also has the ability to promote its branded fuels and lubricant products as the official motor fuel and official lubricant of the league.
The relationship with the NBA adds to ExxonMobil’s portfolio of international sports and sporting event partnerships. The new partnership also represents one of the first associations between Mobil 1 motor oil and a major sport other than motorsports.
ExxonMobil will serve as an associate partner of NBA Global Games China and promote the partnership at preseason games in Shanghai on Oct. 9 and Beijing on Oct. 12.
“We are proud to partner with ExxonMobil, a distinguished global company and proven industry leader,” said Rachel Jacobson, NBA senior vice president, business development, global partnerships. “The Mobil 1 brand is synonymous with technology leadership and outstanding performance, and we’re looking forward to bringing these shared values to life for our fans in two of our biggest markets.”
“By partnering with the NBA, ExxonMobil can engage consumers across the United States and China, also two of our largest markets, to extend our brands’ recognition, help reinforce our leadership position, and distinguish our products in today’s competitive global marketplace,” said Matt Bergeron, vice president, marketing, ExxonMobil Fuels, Lubricants & Specialties Marketing Company.
Throughout the 2016-17 season, ExxonMobil will develop and promote NBA-themed integrated campaigns, including advertising, custom digital video content, and social media programs. The Mobil 1 brand also will be promoted across NBA media assets including NBA TV, NBA.com, the league’s social media channels and the NBA App, as well as broadcast partners ABC/ESPN and TNT.