Chicago, July 3 - Taco Bell has replaced McDonald's Corp as the National Basketball Association's official fast-food sponsor, the company said Thursday.
Taco Bell, the Mexican fast food chain of Yum Brands Inc , said it signed a multi-year deal with the U.S. sports league that includes heavy media exposure on the NBA's broadcast rights partners, ABC, ESPN and TNT.
A source familiar with the deal said it is for four years.
The deal also includes NBA-themed promotions at Taco Bell's 5,600 outlets and NBA-themed advertising and title rights to the Saturday night skills challenge held during the NBA all-star game in February. The terms of the deal were not disclosed.
Taco Bell has partnerships with nine NBA teams. Yum has had an international relationship with the NBA since 2006 with its KFC brand, starting first in France and expanding to 16 countries across Asia, Europe, Latin America and the Caribbean.
McDonald's, which had been the NBA's fast-food sponsor since 1990, confirmed the end of its deal.
"We have enjoyed a mutually beneficial relationship for nearly 20 years," John Lewicki, director of alliance marketing for McDonald's USA, said in a statement. "We thank the NBA for their partnership and wish them continued success.
"We will continue to work with several local NBA teams, across the U.S."