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The Bacardi rum brand has signed on as a sponsor of the Entertainers Basketball Classic (EBC), the popular street league based at Rucker Park in Harlem, N.Y.
As part of the sponsorship, Bacardi has unveiled "Flavor at the Rucker," a weekly celebration that includes real-time commentary by Brooklyn-based rapper Troy Ave, a half-time performance and a custom sneaker giveaway.
Ave is the first of three hip-hop artists who will make appearances at the event, including Red Café on July 31 and The Breakfast Club on Aug. 7.
The EBC season will come to a close following the South Beach Invitational, held Aug. 15-17. The weekend will feature additional Bacardi-sponsored events, including an exhibit from Sneaker Pimps, as well as additional DJs and hip-hop artists.
"As we looked for a platform to bring our celebration of modern basketball culture to life, we saw a shared pioneering spirit in EBC," said Arvind Krishnan, VP and brand managing director, rum category, at Bacardi U.S.A. "Together, we'll bring real flavor to the game for an unforgettable experience this summer, both on and off the court."