The National Basketball Association (NBA) has today (Monday) signed a multi-year partnership with Hotels.com, making the company the official travel partner of the league.

Under the agreement, the accommodation booking firm, which is owned by Expedia Group, will be able to engage with NBA fans and travellers through integrated marketing efforts.

As part of the deal, Hotels.com will have an in-game presence with brand integration on the top of the backboard for nationally-televised games throughout the season across ABC, ESPN and TNT, a first-of-its-kind position for an NBA global partner.

Mike Wolfe, head of global brand creative, sponsorships and partnerships for Hotels.com, said: “We are proud to begin our official partnership with one of the world’s most influential and culturally relevant sports leagues. We’re looking forward to bringing our combined innovation and creativity together to further connect with NBA fans around the world.”

The integrated marketing plan will be rolled out throughout the season, which tips off tomorrow, to engage both basketball fans and travellers, while Expedia Group brands, including Expedia, Vrbo, Travelocity and others, will have the opportunity to participate in the partnership.

Dan Rossomondo, NBA senior vice-president, media and business development, added: “We are excited to welcome Hotels.com, and Expedia Group, to our family of global partners.This partnership marks the league’s first with an online travel site, and we look forward to leveraging Hotels.com’s expertise in travel and hospitality to engage with the NBA’s global fan base in new and unique ways.”

Image: Chensiyuan / CC BY-SA 4.0 / Edited for size