The National Basketball Association (NBA) has announced a new sponsorship agreement with the Brazilian mayonnaise brand, Hellmann.
As part of a long-term agreement, the Unilever-owned company’s product will represent the NBA in Brazil as its official mayonnaise.
The two parties involved in this collaboration will execute cooperative campaigns, promotions, activations, and experiences to keep fans interested throughout the season. In Brazil, the NBA will have its dedicated social media accounts, in addition to Entertainment and Sports Programming Network (ESPN) covering the league with advertisements from Hellmann’s.
Carolina Riotto, Marketing Director at Hellmann’s Brazil, said, “More than a sport, basketball has become a lifestyle that goes beyond the courts, transforming culture, music and fashion. With the partnership, we want to get even closer to the millennial and Gen-Z public, expanding our conversations and engaging even more with our consumers.”
Furthermore, NBA just unveiled a brand-new entertainment complex in Brazil, the league’s most popular fan destination worldwide.
The three-story, 4,000+ square metre, cutting-edge entertainment complex in Gramado, Rio Grande do Sul is run by regional theme park operator Nacional Parque Basquete Brasil and has virtual reality experiences, an NBA Store, and a café with an NBA theme.