Friday, April 9, 2010

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."


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