Partnership Expands NBA’s International Relationship with Yum! Brands, Inc.

The National Basketball Association (NBA) and Taco Bell Corp. (“Taco Bell”), the nation's leading Mexican-style quick service restaurant chain, today announced that Taco Bell® has become the Official Quick Service Restaurant of the NBA.

As part of this comprehensive, multiyear marketing partnership Taco Bell will reach the broad and avid fan bases of the NBA, Women’s National Basketball Association and NBA Development League through a wide array of assets, including marquee league events, television and online exposure, and NBA–themed promotions in its nearly 5,600 restaurants nationwide.

“The NBA represents an incredible opportunity for Taco Bell, one that fits perfectly with our ‘Think Outside the Bun®’ marketing strategy and whose fans are a natural fit with our core customer,” said David Ovens, Chief Marketing Officer, Taco Bell Corp. “As with our other sports partners, we respect the fabric of the game and look to integrate ourselves in a natural and respectful way. We want to create a marketing partnership that is elevating and one the NBA, Taco Bell and basketball fans everywhere can be proud of.”

“We’re thrilled to enter into this partnership with Taco Bell, an industry leader that has a history of success in using sports to build its brand and drive its business,” said Heidi Ueberroth, President, Global Marketing Partnerships and International Business Operations, NBA. “Taco Bell excels at engaging its consumers and we share the same enthusiasm for connecting with our fans. We look forward to collaborating on creative initiatives that celebrate the game.”

Throughout the partnership, Taco Bell will conduct national NBA-themed promotions and will have a significant presence on NBA national game telecasts on ABC, ESPN and TNT. Taco Bell will receive comprehensive television and online advertising exposure through NBA, WNBA, and NBA D-League media platforms, and will also launch NBA-themed creative advertising. Taco Bell will also continue to activate with the NBA on a local level through its nine team partnerships, which include relationships with the Charlotte Bobcats, Chicago Bulls, Cleveland Cavaliers, Detroit Pistons, Los Angeles Lakers, New Orleans Hornets, Philadelphia 76ers, Portland Trail Blazers, and Utah Jazz.

Beginning at NBA All-Star 2010, Taco Bell will be the title partner of the Taco Bell Skills Challenge, an NBA All-Star Saturday Night competition featuring top guards working against the clock to complete a series of basketball drills.