The NBA is partnering with boozy brand Jack Daniel’s in what a Jack Daniel’s VP characerizes as a perfect partnership. “The NBA is a perfect fit for Jack Daniel’s as we both share the same values of integrity, loyalty and community,” said JD VP John Higgins. Jack Daniel’s isn’t just the Old No. 7 sour mash whiskey brand anymore, of course. The brand makes Gentleman Jack Rare Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Sinatra Select and more. Jack Daniel’s also licenses its name to various Jack Daniel’s sauce offerings that win over consumers who have no interest in getting sauced on the harder stuff.
Not only do the two brands — the NBA and Jack Daniel’s — share the values listed above, they are both decidedly American brands that have been enormously effective at selling overseas. Every drop of Jack Daniel’s is still made in Lynchburg, Tennessee, but can be purchased in more than 170 countries worldwide. (Fun fact: Lynchburg is a dry town.) And while the NBA plays a few regular season games outside the US and has a team in Toronto, it’s very much an American product. (Though the NBA imports a lot more of its talent from elsewhere these days, helping its global reach and its quality of play.) You can watch NBA games in 215 countries and counting.