Müller Expands With NBA Global Games London
The National Basketball Association (NBA) and Müller have announced an expanded partnership that sees Müller become an official marketing partner of NBA Global Games London 2017 featuring the Denver Nuggets versus the Indiana Pacers at The O2 on 12th January.
As part of the new partnership, Müller is launching two separate on-pack promotions in the UK and Ireland that will see the NBA partnership promoted on packs of Müller Rice, in the run-up to the game in January.
As part of the promotional campaign, consumers can redeem codes to claim their own NBA-branded mini hoop and basketball. Additionally, Müller will run an NBA-themed media campaign across multiple channels in the run-up to the game, including a TV campaign.
NBA, EMEA vice president, global marketing partnerships & emerging markets, Marc Armstrong said: “The NBA is pleased to announce our expanded partnership with Müller as we prepare for our seventh regular-season game in London. We look forward to working closely with one of the most renowned brands in the FMCG sector to engage NBA fans in the UK and Ireland and build on the success of the partnership to date with an exciting range of promotions and activities.
“We believe a long-term partnership with sport will help us to empower consumers to make active and healthy lifestyle choices. Müller Rice is Britain’s favourite chilled rice pudding and the NBA is one of the most recognisable sports brands in the world – it is the perfect partnership to really engage our target consumer.”
Consumers will also have the opportunity to win tickets to NBA Global Games London 2017 through a range of social media promotions hosted on Müller’s channels. In-arena promotion at NBA Global Games London 2017 will include courtside signage and concourse sampling, as well as appearances by Tasty B, the rapping bear made famous by the Müller Rice TV advertisements.
