NBA and Bacardi announce marketing and scholarship initiative.

The National Basketball Association (NBA) and Bacardi U.S.A., Inc. 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.

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).