The National Basketball Association (NBA) and Taco Bell Corp. announced that Taco Bell has become the “Official Quick Service Restaurant” of the NBA.

As part of the multiyear marketing partnership, Taco Bell will reach the fan bases of the NBA, Women’s National Basketball Association, and NBA Development League through several assets, including marquee league events, television and online exposure, and NBA–themed promotions in its nearly 5,600 restaurants nationwide.

“The NBA represents an incredible opportunity for Taco Bell, one that fits perfectly with our ‘Think Outside the Bun’ marketing strategy, and [their] fans are a natural fit with our core customer,” says David Ovens, chief marketing officer of Taco Bell Corp. “As with our other sports partners, we respect the fabric of the game and look to integrate ourselves in a natural and respectful way. We want to create a marketing partnership that is elevating and one the NBA, Taco Bell, and basketball fans everywhere can be proud of.”

“We’re thrilled to enter into this partnership with Taco Bell, an industry leader that has a history of success in using sports to build its brand and drive its business,” says Heidi Ueberroth, president of Global Marketing Partnerships and International Business Operations for the NBA. “Taco Bell excels at engaging its consumers and we share the same enthusiasm for connecting with our fans. We look forward to collaborating on creative initiatives that celebrate the game.”

Throughout the partnership, Taco Bell will conduct national NBA-themed promotions and will have a presence on NBA national game telecasts on ABC, ESPN, and TNT. Taco Bell will receive television and online advertising exposure through NBA, WNBA, and NBA D-League media platforms, and will also launch NBA-themed creative advertising. Taco Bell will also continue to participate with the NBA on a local level through its nine team partnerships, which include relationships with the Charlotte Bobcats, Chicago Bulls, Cleveland Cavaliers, Detroit Pistons, Los Angeles Lakers, New Orleans Hornets, Philadelphia 76ers, Portland Trail Blazers, and Utah Jazz.

The partnership is an expansion of the current international relationship between the NBA and Yum! Brands Inc. through an international partnership with KFC. The partnership began in 2006 in France surrounding NBA Europe Live presented by EA Sports, and has since grown to become a large-scale international partnership that includes NBA-themed activities in 16 countries and territories in Asia, Europe, Latin America, and the Caribbean.