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SBD/7/Sponsorships Advertising Marketing
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).