The privately-owned wine group’s Kendall-Jackson and La Crema brands will sponsor the NBA and the Women’s NBA, respectively. The duo will also back the US’s national basketball teams, again for Kendall-Jackson with the men’s and La Crema with the women’s.
Financial details about the “multi-year” agreement, which was confirmed earlier this month, were not disclosed. Among the activity to expect from the pair are pop-up tasting rooms at games during the NBA and WNBA seasons as well as commemorative bottles and “gift product to NBA players”.
“We are thrilled to welcome Kendall-Jackson to the family as the NBA’s official wine partner and look forward to future collaborations across the broad portfolio of Jackson Family Wines brands,” said the NBA’s senior VP of commercial development & media, Julie Morris.
The marketing investments, which mark the NBA’s first “official winery partnerships”, precede this summer’s Olympic Games in Paris, where both national teams will be taking part.
Both the Kendall Jackson and La Crema wineries are based in California’s Sonoma County.
Earlier this year, the state’s largest wine producer, and Jackson Family Wines’ peer, changed its name to Gallo, a move that recognised E&J Gallo Winery’s expansion of its portfolio beyond the wine category in recent years.
