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SBD/16/Sponsorships Advertising Marketing
FOOT LOCKER PARTNERS WITH NBA FOR ALL-STAR BALLOTS
Published September 16, 1994
Foot Locker will sponsor this year's balloting for the NBA All-Star Game. The program, which will begin November in Kinney Shoe Corp.'s 1,400 U.S. stores and on TNT's NBA broadcasts, will turn Foot Locker stores into "NBA All-Star merchandising centers" and "help the league inject some sizzle into its traditionally quiet first half of the season" (Matthew Grimm, BRANDWEEK, 9/12). GLOBE-TROTTING: Promotional elements include a sweepstakes for the first time and sales of an exclusive NBA Entertainment- produced video with the purchase of licensed merchandise. The video will be made available in Foot Locker's 200 European stores, and there are plans to extend the balloting program to Mexico and Canada. Stephanie Falk, Foot Locker's director of marketing communications: "We're not ready at this point, but our intention is to, at some point, take the whole of the balloting program worldwide" (BRANDWEEK, 9/12). ALSO FROM THIS WEEK'S BRANDWEEK: International Sports & Entertainment Strategies won the "shoot-out for The Coca-Cola Co.'s mammoth National Basketball Association sponsorship account." The only question about the package -- estimated at $285M -- is which brand, Coke Classic or Sprite, would lead the sponsorship....Nike may be ready to shift $100M of its domestic media buying account out of SFM Media and "possibly back to longtime creative agency Wieden & Kennedy....in what could be the first of a series of adjustments of Nike's advertising flowchart by new ad director Joe McCarthy" (Matthew Grimm, BRANDWEEK, 9/12).