BRANDING NEWS: Slam dunk for BBVA as it scores NBA partnership
The BBVA Group has become the official bank of the National Basketball Association (NBA) through a new multi-year marketing partnership. As the seventh largest financial institution in the western world, BBVA Group hopes this latest partnership will not only help to enhance its commitment to sport but also provide further opportunities to promote its B2C and B2B services around the globe.
Continuing BBVA's already successful history of sports affiliations, the NBA partnership also includes the Women's National Basketball Association (WNBA) and the NBA Development League (NBA D-League) in the US, Spain and Puerto Rico.
Marketing activity to promote the new partnership will include a range of basketball-themed events, significant TV presence on broadcasted NBA national games and the official NBA website, as well as supporting the league's social responsibility initiative.
Commenting on the new partnership, BBVA global chief communications officer, Gregorio Panadero, said, "This agreement solidifies BBVA's position as the 'Bank of sports' and opens up a new and ambitious pathway to growth in Spain, as well as in the US, through the BBVA Compass brand. Furthermore, both BBVA and the NBA align on many strategic points, for which the visibility of both brands in Europe and America is fundamental."
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