Partnership:

NBA and Mountain Dew

Description:
Mountain Dew, a subsidiary of PepsiCo, partnered with the NBA for a 2019 All-Star Weekend promotion.

The partnership took the form of Mountain Dew bringing MTN Dew Ice Courtside Studios to NBA All-Star Weekend. The activation gave fans access to activities highlighting hoops, music and style. <The Courtside Studios activation featured musical performances from acts such as Migos. Additionally, Courtside Studios hosted a live show that interviewed NBA stars that was hosted by Charlamagne Tha God, host of iHeartRadio's "The Breakfast Club," and sports and lifestyle influencer Filayyyy.

The partnership also included Mountain Dew becoming the new title partner of the 2019 Mountain Dew 3-Point Contest. It also had title sponsorship of the Mountain Dew Ice Rising Stars game.

Mountain Dew promoted its relationship with the NBA with the release of limited-edition Mountain Dew Ice and Mountain Dew Ice Cherry mini-cans branded for NBA All-Star 2019. The designs featured NBA All-Star players such as Russell Westbrook, Embiid and Bagley III.

NBA All-Star Weekend ran from February 15 through February 17, 2019.

Partnership Opportunity:
NBA/Sports
Company:
NBA
Partner/Category:
Mountain Dew /Beverages
Timing:
February 1st Quarter 2019
Target:
Male
Female
Tweens
Teens
Family
Adults
Promotional Elements:
Licensed Product
Branded Content
Event / Activation / Experiential
On Pack
Media Elements:
Mobile
Online
Signage
Social Media
Created On:
2020-11-30
Last Modified on:
2019-02-15
Companies Involved
NBA
Tuck

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