Müller Rice appoints Ear To The Ground for NBA partnership

Müller Rice's brand ambassador - Tasty B - will appear at the NBA Global Games London 2017 at The O2
Müller Rice's brand ambassador - Tasty B - will appear at the NBA Global Games London 2017 at The O2

Agency Ear to the Ground will handle Müller Rice's sponsorship activation at the NBA Global Games London 2017 on 12 January.

Ear To The Ground will deliver an integrated brand experience aimed at fans, whilst curating a stand out on-court moment involving Müller Rice brand ambassador, Tasty B.

Müller Rice announced its extended partnership with the NBA in October 2016, which places the brand as an official partner of the 2017 NBA Global Games in London.

Ear to the Ground and the NBA have developed a campaign that places Müller Rice’s rapping bear – Tasty B and his Rice Crew – at the heart of the activation to ensure maximum engagement with fans before, during and after the event.

Richard Adelsberg, director of client services at Ear to the Ground, said: "We have helped Müller Rice activate its sport and music assets since 2014 and we’re delighted to be working with the team once more. The NBA and Müller Rice brand partnership is in its second year now and we are looking forward to building on the success of last year's activity."

More: Ear To The Ground hires Kat Renshaw from HSE Cake

In October, the NBA teamed up with Foot Locker to create a cultural exhibition.

Comment below to let us know what you think.

For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.

Follow @alison_ledger

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free