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NBA TO PUSH LICENSEES IN EFFORT WITH VISA, CHAMPS
Published November 7, 1994
The NBA is tipping off its season with "accelerated marketing efforts for its own 'brand,' marked by a $5 million- plus ad campaign for its 125 licensees." The campaign is the league's first "season-long consumer promotion" and features the league's first "partner effort" with Visa. Running through '94- 95, the "first-ever all-license support campaign and promo initiates a continuity program tying in Visa and the array of NBA licensed products sold at 500 Champs stores nationwide." Shoppers purchasing $100 of NBA licensed goods at Champs with Visa will receive an NBA gift bag containing an NBA Fan Guide, a poster and a CBS/Fox NBA Video. The NFL has had similar programs for the past four years and similar recent NFL promos linking Logo 7, Footlocker and American Express yielded a 9% sales bump. Visa has "long been coveted by the NBA as an official sponsor." Sources from both Visa and the NBA said this promotion was a "trial run" (Terry Lefton, BRANDWEEK, 11/7).