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Taco Bell's contract extension as the official quick-service restaurant partner of the National Basketball Association will include "a lot of firsts for the brand," including new digital and social media layers to showcase last-second shots and buzzer beaters from NBA games this season.
The chain of more than 6,000 restaurants in the United States has been an official NBA sponsor since 2009. This year, Taco Bell and the NBA will integrate their social media channels to build excitement for league games.
"We're really trying to become a lifestyle brand, and there's no sport like the NBA that is so influential on lifestyle," said Chris Brandt, chief marketing officer for Irvine, Calif.-based Taco Bell. "It influences music and fashion, and it's the No. 1 sports property talked about on social media. To the extent we can amplify those conversations with some Taco Bell stories, it's a perfect fit for us."
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