Meeting business objectives through Basketball

In the US, we developed the strategic approach and negotiated all elements of Jack Daniel’s NBA partnership and subsequent activation. The partnership, which also incorporates the WNBA, D-League and USA Basketball, is the largest sport partnership in Jack Daniel’s 150-year history.

The partnership launched during the 2017 NBA All-Star Weekend in New Orleans with Jack Daniel’s House No.7, the brand’s hospitality and experiential event. As the partnership moves into season two, Jack Daniel’s continues to develop NBA-themed programs for retail, along with custom marketing and advertising campaigns.