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NEW YORK The National Basketball Association has signed a four-year deal with Taco Bell, which will replace McDonald’s as the organization’s official fast-food sponsor, according to sources.
The NBA is set to announce the deal as early as tomorrow. The multi-year partnership includes advertising rights across the NBA’s All Star Saturday Night Skills Challenge, held in February, as well as the Jam Session at its All-Star Game Fan Fest.
The partnership stemmed from the NBA’s existing relationship with another Yum! brand, KFC, on an international level, per a source.
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