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SBD/6/Sponsorships Advertising Marketing
NBA'S ALL STAR BASH: AN UNPARALLELED CORPORATE JAM
Published February 6, 1996
The NBA's All Star Weekend has been "transformed into a megabucks marketing event" where "the real name of the game is marketing and selling," writes Karen Hunter in the N.Y. DAILY NEWS. Hunter profiles the NBA's strategy for All-Star Weekend, noting that "fan-friendly" changes four years ago have also brought in big dollars. Hunter adds the NBA's strategy of making a sponsorships difficult to attain has made "an NBA marketing package one of the most coveted in sports" (N.Y. DAILY NEWS, 2/5). In San Antonio this morning, Charlotte-Anne Lucas profiles the Jam session and the corporate involvement by San Antonio's Coca-Cola Bottling Co., which distributed most of the 12,000 tickets to low-income youth (SAN ANTONIO EXPRESS-NEWS, 2/6). Estimates on economic impact for the city from All-Star Weekend are about $40M (SAN ANTONIO EXPRESS-NEWS, 2/4).