Kellogg’s and the National Basketball Association (NBA) announced a new marketing partnership as the official marketing partner of the NBA across Latin America. The announcement was made by Kellogg’s Zucaritas Manager Anna Consolato, NBA Mexico Vice President and Managing Director Raul Zarraga, and NBA veteran and Mexico native Jorge Gutiérrez at a special breakfast at the Olympic Gymnasium Juan de la Barrera in Mexico City.
To launch the partnership, Kellogg’s is leveraging its Zucaritas brand in Mexico to engage NBA fans through Zucaritas’ new FreeStripe DUNK campaign, which combines basketball and music to promote the game and physical activity as a healthy way of life.
“Uniting the passionate fans of the NBA with the power of Kellogg’s brands is a slam dunk for our company,” said Zucaritas Manager Anna Consolato. “With this new version of Zucaritas FreeStripe, millennials will be able to create their own spectacular moves by mixing basketball, music, and dunks.”
“We’re honored to partner with Kellogg’s, a company that has become synonymous with promoting healthy, active lifestyles,” said NBA Mexico Vice President and Managing Director Raul Zarraga. “Through this partnership, we will collaborate on more ways to bring the excitement of the NBA and the game of basketball to more young fans, starting with Kellogg’s Zucaritas FreeStripe DUNK in Mexico.”
Throughout the partnership, Kellogg’s will create a series of NBA-themed packaging and will introduce several new fan and community activities across the region, highlighted by a significant commitment to expanding NBA 3X, the league’s international grassroots event platform that combines an exciting 3x3 competition with authentic NBA entertainment and basketball activities. In addition, Kellogg’s will support the growth of the game with basketball court refurbishment programs.