×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

ExxonMobil Inks Sponsorship Deal With NBA

By Published on .

Mobil1 logo 3x2
Mobil1 logo 3x2 Credit: Mobil

The National Basketball Association is getting back into the oil category with a new sponsorship deal. The league today announced a multiyear pact with ExxonMobil that it says "represents the largest and most comprehensive ever in the motor oil category during the league's 70-year history."

Financial terms were not disclosed. The NBA had a smaller deal with Castrol in the U.S. more than 20 years ago, according to a spokeswoman. Castrol is a current sponsor of the NFL.

ExxonMobil's NBA deal will initially focus on it Mobil 1 lubricant, which will become the official motor oil of the NBA, WNBA, and the NBA D-League in the United States and China. For the upcoming NBA season ExxonMobil will create NBA-themed campaigns, including custom digital video content, and social media programs, according to a statement. The Mobil 1 brand will also be featured on NBA TV, NBA.com, the league's social media channels and on broadcast partners ABC/ESPN and TNT. A campaign in China will star Yi Jianlian of the Los Angeles Lakers, according to an NBA spokeswoman.

"By partnering with the NBA, ExxonMobil can engage consumers across the United States and China, also two of our largest markets, to extend our brands' recognition, help reinforce our leadership position, and distinguish our products in today's competitive global marketplace," Matt Bergeron, VP-Marketing for ExxonMobil Fuels, Lubricants & Specialties Marketing Co., said in a statement.

Most Popular
In this article: