Hellmann’s, Unilever’s food brand in the sauces category, announced this Wednesday, the 19th, a long-term agreement in an unprecedented partnership with the NBA (National Basketball Association). As of the 2022-2023 season, the brand enters the court to genuinely connect with the more than 45 million Brazilian fans of the American basketball league.
Carolina Riotto, Marketing Director for Hellmann’s Brasil, says:
“More than a sport, basketball has become a lifestyle that goes beyond the courts, transforming culture, music and fashion. With the partnership, we want to get even closer to the Millennial and Gen-Z audience, expanding our conversations and engaging even more with our consumers. Hellmann’s is plural and allows us to interact with different territories, connect with different groups and tribes, just as we have done in the world of entertainment and games and, now, a sport that is loved worldwide and is gaining more and more fans in the world. Brazil.”
As part of the partnership, Hellmann’s and the NBA will showcase releases, campaigns, promotions and other activations and experiences that will engage basketball fans across the country throughout the season. In addition, Hellmann’s brings the concept of the ‘Hora H’ campaign to basketball, making every dunk, every second on the clock and every basket even tastier. The brand will also be present on the league’s social media channels in the country, on ESPN Brasil’s NBA broadcasts and programming.
Fábio Laudísio, Director of New Business and Partnerships for the NBA in Brazil, says:
“We are very excited about this partnership with Hellmann’s, a brand that has been present in the lives of Brazilians for over 60 years and that shares our commitment to providing unique and memorable experiences for fans in Brazil. Together we will create opportunities, products and news for the market, connecting with the public in an authentic way through local events, activations and promotions.”
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