Brown-Forman made a bold move partnering with the NBA.

Jack Daniel’s and the star-studded basketball league announced today a new multiyear partnership making Jack Daniel’s an official marketing partner of the NBA, the Women’s National Basketball Association (WNBA), the NBA Development League (D-League), and USA Basketball.

According to a press release, this marks the largest partnership with a professional sports league in the brand’s history.

Spirits and sports team partnerships were once rare, but are becoming more common. Karma Tequila sponsors the Super Bowl-bound Atlanta Falcons. Jim Beam has a special suite at Yankees Stadium, and Heaven Hill runs the bar at the Yum! Center. Diageo once maintained an NBA partnership, too.The NBA connects Jack Daniel’s to the most-recognizable faces in all of sports, including Michael Jordan, LeBron James, Chris Paul and many others, who have their own clothing lines, shoes and reach new audiences.

The partnership begins NBA All-Star 2017 in New Orleans with Jack Daniel’s House No. 7, the company said.

“We are proud to partner with Jack Daniel’s, an iconic brand with a rich history and a reputation for unique and innovative marketing,” said Emilio Collins, NBA Executive Vice President, Global Partnerships.  “Our new partnership creates a wealth of opportunities for us to connect with new and longtime fans and celebrate our game.”