SBD/5/Sponsorships Advertising Marketing


     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).
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