Müller Rice appoints Ear to the Ground

11 Jan 2017

By: Sport Industry Group

Official partner of the NBA Global Games London 2017, Müller Rice, has appointed Ear to the Ground to handle the brand’s sponsorship activation at the NBA Global Games London 2017.  

The fan marketing agency will deliver an integrated brand experience aimed at fans, whilst curating an on-court moment involving Müller Rice brand ambassador, Tasty B.

Müller Rice announced its extended partnership with the NBA in October 2016, which places the brand as an official partner of the 2017 NBA Global Games in London.

Ear to the Ground and the NBA have developed a campaign that places Müller Rice’s rapping bear - Tasty B and his Rice Crew – at the heart of the activation for engagement with fans before, during and after the event.

Richard Adelsberg, director of client services at Ear to the Ground said: “We have helped Müller Rice activate its sport and music assets since 2014 and we’re delighted to be working with the team once more. The NBA and Müller Rice brand partnership is in its second year now and we are looking forward to building on the success of last year's activity.”

Chris Hipkiss, marketing manager, Müller Rice said: “We are looking forward to strengthening our partnership with the NBA in 2017 by delivering an engaging activation that champions the excitement of the NBA and empowers consumers to make active and healthy lifestyle choices.”