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SBD/1/Sponsorships Advertising Marketing
AT&T LAUNCHES FIRST SPONSORSHIP OF DREAM TEAM
Published August 1, 1995
Olympic sponsor AT&T will be the first of 13 sponsors to launch a Dream Team promo, according to Michael Hiestand of USA TODAY. Beginning August 14, AT&T will distribute rubber outdoor basketballs to consumers buying $50 of AT&T products. Hiestand writes, "Something to watch: Potential conflicts between Dream sponsors and players' individual ad deals." Ten of the 13 sponsors can use players if they are introduced in the team context, but "one potential snafu: Shaquille O'Neal, a.k.a. Mr. Pepsi, showing up even fleetingly" in a Coca-Cola promo (USA TODAY, 8/1). In Washington, columnist Tony Kornheiser criticizes the Dream Team selection process under the header, "Once is a Dream, Twice is a Marketing Reality." Kornheiser: "Cleary, USA Basketball, a wholly owned subsidiary of the NBA, sought to field a team that will put the kindest, gentlest face on U.S. pro basketball --- to make it easier to sell time shares in the NBA around the world" (WASHINGTON POST, 8/1).