Müller Rice and the National Basketball Association (NBA) announce a partnership for the NBA Global Games London 2016. As an associate partner of NBA Global Games London 2016, consumers will have the opportunity to win tickets through a range of social media promotions, with the brand also participating in a variety of in arena and concourse activities.

Tasty B, the rapping bear made famous by the rice adverts, will form part of the activation’s and will also feature at the The O2 Arena on 14 January engaging with fans at the game between Orlando Magic and the Toronto Raptors.

Aleks Vladimirov, brand manager at Müller Rice, says, “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.

“The Muller Rice brand has been steadily growing at 6% year on year, and sales have topped 100m pots over the last 12 months. Tasty B can’t wait to support the game in London in January!”

“Together with Muller Rice, the NBA is pleased to announce this new partnership as we prepare for our sixth regular season game in London,” says NBA EMEA vice president, global marketing partnership Marc Armstrong. “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.”