North American basketball’s NBA has unveiled Intesa Sanpaolo, the Italian bank, as a regional sponsor for the country.
Under the agreement, the company will serve as the league’s exclusive retail banking partner in Italy.
Intesa Sanpaolo will activate the sponsorship by conducting NBA promotions to reward new and existing customers with exclusive NBA offers.
The announcement follows Intesa Sanpaolo’s acquisition last year of UBI Banca, which was previously the league’s banking partner in Italy.
UBI Banca first teamed up with the NBA in 2016, and the two parties had renewed their partnership in 2019 to run for a further three years.
Nick Cowell, NBA EME director of global partnerships, said: “We are pleased to welcome Intesa Sanpaolo as an official partner of the NBA in Italy and look forward to further developing this new partnership and supporting their brand positioning and marketing objectives.
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“We are eager to collaborate to engage NBA fans through bespoke activations and dynamic media campaigns.”