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.