NBA and Bacardi U.S.A., Inc., Announce New Multiyear Marketing Relationship and Scholarship Initiative

NEW YORK, April 9 /PRNewswire/ -- The National Basketball Association (NBA) and Bacardi U.S.A., Inc. today announced a comprehensive multiyear marketing relationship in support of the BACARDI® Gold rum brand which will include a series of joint marketing activities and highlight both companies' commitment to corporate responsibility.  

The agreement includes the launch of the new Gold Standard Scholarship Program which will award more than $100,000 annually to help dedicated students reach their educational goals. In partnership with the Thurgood Marshall College Fund and the Hispanic Scholarship Fund, the program will provide financial assistance to minority students in select NBA markets who are 21 years of age or older and are pursuing undergraduate or graduate degrees.  It will recognize individuals who not only excel in the classroom, but exemplify the values of leadership and service in their communities.  The scholarship program will tip off at the start of the 2010-2011 academic year.

Through this partnership, BACARDI Gold will be featured in NBA national telecasts and on NBA.com, as well as through activities with the Women's National Basketball Association (WNBA) and NBA Development League (NBA D-League).

"BACARDI is a leading brand that, like the NBA, is rich in history and tradition," said Mark Tatum, NBA Executive Vice President of Global Marketing Partnerships. "Both of our organizations share a deep–seated commitment to corporate responsibility, and The Gold Standard Scholarship Program will be an important centerpiece of our partnership that will provide a significant amount of aid to young adult leaders in the community."

"We are excited to partner with an organization like the NBA that shares our commitment to giving back to local communities and providing individuals with the resources they need to reach their goals," said Margaret McDonnell, brand director, BACARDI rums. "This collaboration between BACARDI and the NBA is the perfect way to showcase our brand values and establish programs that give back to those in need."

As an official marketing partner of the NBA, BACARDI Gold will extend its reach to consumers of legal drinking age across multiple demographics. This will give the brand significant presence on NBA national game telecasts on TNT, along with exposure on NBA.com and NBA TV.  To promote the brand's association with the league, BACARDI Gold will execute basketball-themed events with co-branded giveaways nationwide.  

To further the relationship, BACARDI Gold will participate with the WNBA in its annual Inspiring Women program and luncheon.  This event recognizes individuals who inspire others through their commitment and dedication to work, family, and community by presenting them with the WNBA Inspiration Award.

BACARDI Gold will also host a special NBA D-League fantasy camp at the NBA Summer League, the NBA's annual summer evaluation event featuring NBA teams whose rosters are comprised of incoming draftees, free agents and veteran players.  BACARDI Gold will offer guests the unique opportunity to take part in a basketball camp featuring NBA legends, coaches, and players from the NBA D-League.

BACARDI also has relationships with six NBA teams including the Boston Celtics, Dallas Mavericks, Miami Heat, Minnesota Timberwolves, New Orleans Hornets, and Washington Wizards.

About the NBA

The NBA, founded in 1946, is a professional sports league and global business that features 30 teams in the United States and Canada.  During the 2009-10 season, NBA games will reach 215 countries and territories in 41 languages.  The league's worldwide reach is also displayed in the 80 international players from 35 countries and territories on NBA rosters.  NBA merchandise is sold in more than 100,000 stores in 100 countries on six continents.  NBA.com averages more than 26 million page views per day, with more than 50 percent of the site's visitors coming from outside of North America.  Through NBA Cares, the league, its teams and players have donated more than $120 million to charity, provided more than one million hours of hands-on service to communities around the world, and created more than 465 places where kids and families can live, learn, or play.

About Bacardi U.S.A., Inc.

Bacardi U.S.A., Inc. is the import, sales and marketing arm of one of the world's  leading  wine and spirits producers. Bacardi U.S.A. boasts a brand portfolio  of  some  of  the most recognized and top-selling spirits in the United   States   including:   BACARDI®   rum,  the  world's  favorite  and best-selling  premium  rum,  as  well as the world's most awarded rum; GREY GOOSE®  vodka,  the  world-leader  in  super-premium vodka; DEWAR'S® blended Scotch whisky,  the number-one selling blended Scotch whisky in the United States; BOMBAY  SAPPHIRE®  gin, the top-valued premium gin in the world; CAZADORES® blue  agave  tequila,  the  top-selling premium tequila worldwide; MARTINI® vermouth,  the  world-leader  in  vermouth;  and other leading and emerging brands.

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©2010 BACARDI AND THE BAT DEVICE ARE REGISTERED TRADEMARKS OF BACARDI & COMPANY LIMITED. BACARDI U.S.A., INC., CORAL GABLES, FL. RUM - 40% ALC. BY VOL.

SOURCE Bacardi U.S.A., Inc.; National Basketball Association