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MEMBERSHIP HAS ITS PRIVILEGES: AMEX STEPS UP NBA SPONSORSHIP
Published November 5, 1996
In the second year of its NBA partnership, American Express has developed a multi-layered promo linking its "Charge Against Hunger" corporate fundraising partnership with "Share Our Strength" -- formed to fight hunger in America -- and the "NBA at 50" celebration. Hall of Famers Walt Frazier, Willis Reed and Bill Walton will be featured in AmEx "Charge Against Hunger" PSAs set to air on TNT/TBS NBA broadcasts. The PSAs focus on an AmEx program whereby, during November and December, each time any AmEx card is used for a purchase, the company donates $.03 to Share Our Strength. AmEx will donate up to $5M. AmEx will also sponsor the "NBA at 50" documentary on November 13 on TNT. During the broadcast, AmEx and Turner will offer an "NBA at 50" gift pack including the "NBA at 50" book, "NBA at 50" home video, and an "NBA at 50" hat. AmEx cardmembers will get a discount on the package and Turner will match the $.03 donation to Share Our Strength for each gift pack purchased with an AmEx card. Park Lane Press, publisher of the "NBA at 50" book, will also match donations when the book is purchased as part of the gift pack, or separately. AmEx has also tied-in with The Sports Authority for an "NBA at 50" promo in November and December by which AmEx will offer consumers a free "NBA Legacy" video with the purchase of $50 or more of NBA merchandise with an AmEx card (NBA). BIG SHOT: BRANDWEEK's Terry Lefton notes AmEx is "close to taking" title sponsorship of the All-Star $1M shot promo, which was sponsored by Foot Locker (BRANDWEEK, 11/4 issue).