Müller Rice to activate Tasty B bear at 2016's NBA games

Dessert brand Müller Rice has announced a partnership with the National Basketball Association (NBA) Global Games London 2016, which will see the brand activate at the live event.

Tasty B will interact with NBA fans in the arena
Tasty B will interact with NBA fans in the arena

Taking place at The O2 in London on 14 January 2016, the game between the Toronto Raptors and Orlando Magic forms part of the NBA’s international series, which began in Milan on 6 October.

Tasty B, the rapping bear made famous by the Müller Rice adverts, will form part of the brand's activations and will engage with fans in the arena space.

The brand will also host a variety of in-arena and concourse activities. Ahead of the game, Müller Rice will also organise a range of social media promotions that will give fans the chacne to win tickets to the game.

Aleks Vladimirov, Müller Rice brand manager, said: "We are delighted to announce this partnership with the NBA as it communicates perfectly our ambition, dedication and drive to succeed – something athletes in the NBA know all about."

Marc Armstrong, vice president, global marketing partnerships at NBA EMEA, added: "Together with Müller Rice, the NBA is pleased to announce this new partnership as we prepare for our sixth regular season game in London. We are excited to work closely with one of the most renowned British brands in the food business and we look forward to jointly promoting the game in London in January."

More: In pictures: Müller Rice brings rapping bear to V festival

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @dollydeighton

Have your say

Only registered users may comment. Sign in now or register for free.

Follow us

Latest Event Jobs

Venue Search

close this