NBA Commissioner David Stern is interviewed in an
ADWEEK Q&A by Michael Schrage under the header, "The NBA
Looks To Score Big By Targeting Fans Who Hang Out On-Line."
Schrage: "Although Stern apparently doesn't believe that the
rise of the Internet and other digital channels of
distribution will transform pro basketball in the way that
broadcast and cable television has over the past decade, his
NBA has moved swiftly to embrace new media opportunities.
... While cagey and cautious in outlining his vision of the
NBA brand in cyberspace, Stern's perspectives offer keen
insight into how he wants the NBA to become a greater part
of pop culture in every global medium that matters."
Stern, on the NBA's recent content deal and marketing
alliance with Prodigy: "Consistent with out attempt to
expand our fan base, it broadens our on-line audience to
include more women and kids, which are Prodigy's target
audience. It will also funnel additional traffic to
nba.com. The alliance is a small example of the next
generation of content-sponsor arrangements" (ADWEEK, 5/26).
