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NBA Players Derrick Rose and Brandon Jennings Help Show How People Can Make Better Choices

New York, NY, Jan. 6, 2010 – The National Basketball Association and Taco Bell today announced the “Driving Better Choices” program, a digital campaign that focuses on health and fitness. The program highlights Taco Bell’s® Drive-Thru Diet® Menu, which features seven incredible tasting, Fresco-style menu offerings with nine grams or less of fat.

The program includes a special Driving Better Choices presented by Taco Bell microsite on (, which features content providing health and fitness insight from NBA players and trainers. Fans can also access videos, training information, and nutrition tips from around the NBA.

The program features special video content with Chicago Bulls guard Derrick Rose and Milwaukee Bucks guard Brandon Jennings, in which the players share their fitness tips with fans. Along with taking part in the Driving Better Choices program, Rose will return to defend his title as reigning champion of the Taco Bell Skills Challenge during NBA All-Star Saturday Night at NBA All-Star 2010 in Dallas, Texas.

Driving Better Choices presented by Taco Bell coincides with the launch of the inaugural NBA FIT Week. During the week of Jan. 4 to 11, 2010, the NBA, its teams, and players will promote and support the league’s comprehensive health-related program that encourages kids, parents, and families of all fitness levels to be physically active.

“With the turn of the new year, many people want to make better choices in their lives,” said David Ovens, Chief Marketing Officer, Taco Bell Corp. “People can come to our ‘Driving Better Choices’ site to learn more about how exercise, fitness and food choices can set them up for success. Our Drive-Thru Diet Menu helps people understand there are seven lower-calorie, great-tasting choices under nine grams of fat at Taco Bell. By partnering with the NBA during its NBA FIT week, people can see how world class athletes also make better choices within their exercise routine and apply that knowledge to their own lives.”

“The NBA is proud to work with Taco Bell to introduce the Driving Better Choices program to fans of all ages during our inaugural NBA FIT Week,” said NBA Executive Vice President of Marketing Partnerships Mark Tatum. “Exclusive content from NBA players like Derrick Rose and Brandon Jennings will provide valuable information to our fans and help encourage them to set their own fitness goals and to make healthier eating choices.”

Fans will also be able to enter the “Driving Better Choices NBA All-Star Experience” sweepstakes through the program. They will be encouraged to make their own “better choices” pledge and enter the sweepstakes for a chance to win a trip for two to NBA All-Star 2010. The sweepstakes will also be promoted through the NBA’s Facebook and Twitter sites. No Purchase Necessary. Sweepstakes open to legal residents of the 48 contiguous U.S. and D.C. age 18 years or older. Subject to official rules and void where prohibited. Sweepstakes starts 12:00:00 a.m. ET on 12/31/09; ends 11:59:59 a.m. ET of 1/31/10.

About Taco Bell Corp.
Taco Bell Corp. (“Taco Bell”), a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation’s leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to the 79-89-99 Why Pay More!® Value Menu. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.

About the NBA
The NBA, founded in 1946, is a professional sports league and global business that features 30 teams in the United States and Canada. During the 2009-10 season, NBA games will reach 215 countries and territories in 41 languages. The league’s worldwide reach is also displayed in the 83 international players from 36 countries and territories on NBA rosters. NBA merchandise is sold in more than 100,000 stores in 100 countries on six continents. averages more than 26 million page views per day, with more than 50 percent of the site’s visitors coming from outside of North America. Through NBA Cares, the league, its teams and players have donated more than $115 million to charity, provided more than one million hours of hands-on service to communities around the world, and created more than 440 places where kids and families can live, learn, or play.

Carmine N. Tiso, NBA, (212) 407-8208,
Will Bortz, Taco Bell, (949) 863-3915,

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