Marriott Continues Tradition of Customer Engagement with NBA Partnership

Part of building customer loyalty is doing business with the most engaging brands possible. Few things are more engaging than sports, and Marriott’s recent renewal of its partnership with the National Basketball Association ensures a mutually beneficial relationship for years to come. The two sides recently came to an agreement that will see Marriott remain an official partner of the league, as well as the annual NBA All-Star Weekend.
 
Perhaps most notable from the partnership will be the ability for Marriott Rewards loyalty program members to earn exclusive experiences at NBA All-Star, as well as NBA House Rio and select games during the NBA Global Games series.
 
“This partnership with the NBA is an amazing opportunity for us to provide our Marriott Rewards members and hotel guests who are passionate about basketball with enriching and exclusive experiences,” said Karin Timpone, Global Marketing Officer, Marriott International. “The NBA is widely popular around the globe and is a perfect partner to showcase our portfolio to current and future Marriott Rewards members for several years to come.”
 
The addition of these experiential awards creates a win-win scenario for both brands: Marriott will be able to offer members redemption options that can’t be found anywhere else, while the NBA gains valuable exposure for its upcoming special events, not only in the U.S., but around the world.
 
“Marriott has done an outstanding job of engaging their millions of global Rewards members around many of our marquee league events,” said Emilio Collins, NBA Executive Vice President, Global Marketing Partnerships. “With our new expanded partnership, they’re raising the bar and extending the reach of our partnership to more programs, and even more fans, around the world.”
 
You can be sure that fans will be lining up to redeem NBA All-Star Tickets, but as of right now, members aren’t sure of where they’ll be headed: The NBA captured headlines last week with the removal of All-Star Weekend from Charlotte due to controversial North Carolina legislation.
 
One thing can be sure, however: Engaging partners can make all the difference in building a loyalty base and it seems that Marriott has found just that with the NBA.

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