For Diet Dew fans, we’re happy to hear anytime Diet Coke gets trumped! Not too mention Eric Bledsoe is pretty excited.
“We’ve really admired the marketing that Mountain Dew has undertaken,” said Emilio Collins, NBA’s executive vice president of global marketing partnerships, in an interview. He said the brand is at “the cutting edge of digital and engaging youth.”
“It’s also a brand that focuses on multiculture,” Collins said. “Where it’s growing geographically [in southern and western states, in particular] aligns well with the NBA base. We have a shared alignment on young fans, particularly the millennials.