BBVA teams up with NBA on new multiyear agreement

The National Basketball Association (NBA) and BBVA today announced an extension of their marketing partnership, cementing the global financial services group’s role as the Official Bank of the NBA, the Women’s National Basketball Association (WNBA) and the NBA Development League (NBA D-League).
To accompany the news of the agreement’s extension, BBVA is debuting new NBA-themed advertising with its global ambassadors, Kevin Durant and James Harden. The spot, which reinforces the group’s brand as a global, digital enterprise, was filmed in the U.S. and Spain. In
it, the roof of the iconic BBVA Tower in the Spanish capital was transformed into a street court in September for Harden, who was in town competing for the USA Basketball Men’s National Team. The rest was filmed in Oklahoma City with Durant. Named “The Blindfold,” the spot
evokes the lengths BBVA will go to as it transforms into a truly digital bank to help its clients achieve their financial goals, anytime, anywhere.
“The NBA has done a phenomenal job of growing its brand globally, in large part through innovative use of digital channels, and that’s what BBVA is focused on doing,” said Ángel Cano, BBVA President and COO. “Partnering with an institution like the NBA allows us to tap into the league’s passionate fans around the globe, extending our reach in meaningful ways.”

“Since we began our partnership in 2010, BBVA has quickly achieved significant growth in their business among NBA fans in both the U.S. and abroad,” said NBA Deputy Commissioner and COO, Mark Tatum. “They’ve accomplished this by weaving into the fabric of the NBA – everything from NBA Banking, to the BBVA Compass Rising Stars Challenge, to working with us on important financial literacy programs through NBA Cares – and we look forward to creating even more programs that celebrate our game in the years to come.”

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