Gum and confectionery group Wrigley has entered into a sponsorship deal with the National Basketball Association (NBA) in the US.


The company said that NBA-themed marketing platforms would be developed for the five brands, Big Red, Juicy Fruit, Winterfresh, Doublemint and Wrigley’s Spearmint, as part of the partnership which includes exclusive category rights.


The partnership officially kicks off this summer through the NBA’s Jam Van mobile tour through 12 markets nationwide. Wrigley will be a presenting partner on the tour, with the company’s programme including interactive basketball-themed activities for fans of all ages.


“Fans are loyal to the NBA because of their love for the players, teams and the competition that make the game exciting,” said Paul Chibe, Wrigley’s vice president of US marketing. “Many NBA fans love chewing our iconic Wrigley’s brands, so the partnership is a great way to bring together these modern American favourites.”


In addition, Wrigley and the NBA will launch a marketing programme for the 2007-2008 season to reach the NBA’s fan base.