Jack Daniel’s and the National Basketball Association (NBA) announced today a new multiyear partnership making Jack Daniel’s an official marketing partner of the NBA, the Women’s National Basketball Association (WNBA), the NBA Development League (D-League), and USA Basketball.

This marks the largest partnership with a professional sports league in the brand’s history. Jack Daniel’s will tip off the partnership during NBA All-Star 2017 in New Orleans with Jack Daniel’s House No. 7 – its hospitality and experiential event, which will be open for two nights bringing local fans and NBA guests together for musical performances, guest rooms with unique programming, eclectic eats inspired by southern cuisine, and basketball-themed activities. Jack Daniel’s will also serve as a partner of the NBA All-Star Celebrity Game.

“We are proud to partner with Jack Daniel’s, an iconic brand with a rich history and a reputation for unique and innovative marketing. Our new partnership creates a wealth of opportunities for us to connect with new and longtime fans and celebrate our game.”
– Emilio Collins, NBA Executive Vice President, Global Partnerships


“We are thrilled to be entering into this partnership and look forward to a mutually beneficial relationship with the NBA for years to come. The NBA is a perfect fit for Jack Daniel’s as we both share the same values of integrity, loyalty and community. We couldn’t be more excited for our fans and consumers who love the great sport of basketball.”
– John Higgins, VP Jack Daniel’s Brand Director for North America

Jack Daniel’s, which celebrated its 150th anniversary in 2016, will host a variety of events, media and hospitality programs throughout the NBA, WNBA, NBA D-League and USA Basketball. Jack Daniel’s will also develop NBA-themed programs at retail stores and create custom marketing and advertising campaigns.

Jack Daniel’s is currently a partner of five NBA teams: Atlanta Hawks, Denver Nuggets, L.A. Clippers, Oklahoma City Thunder, and San Antonio Spurs.

Jack Daniel’s, the first registered distillery in the United States, is based in the quiet town of Lynchburg, TN where every single drop of the world’s Jack Daniel’s Tennessee Whiskey is produced.