SBD/20/Sponsorships Advertising Marketing

BROADWAY HELPS NBA BRING IN 'DA ALL-STAR GAME IN FEBRUARY

          The NBA has joined with eight Broadway shows and the
     League of American Theaters and Producers to promote the
     48th annual All-Star Game at MSG on February 8 and to
     feature Broadway stars in the NBA's "I Love This Game"
     promotional campaign.  Broadway shows Bring in 'Da Noise,
     Bring in 'Da Funk; The Capeman; Chicago; Jekyll & Hyde; The
     King and I; The Phantom of the Opera; Smokey Joe's Cafe; and
     Titanic all will be featured in All-Star Weekend and All-
     Star Game promos.  The joint venture includes the shows'
     cast members appearing in TV spots singing Broadway-style "I
     Love This Game" lyrics, which will begin airing nationally
     in mid-December on NBA-affiliated networks.  The All-Star
     Game halftime show will feature a Broadway medley theme, co-
     produced by NBA Entertainment and the league in conjunction
     with Dodger Productions, the producers of Titanic and The
     King and I.  In addition, cast members of Paul Simon's The
     Capeman will perform the U.S. and Canadian national anthems
     before the game.  The NBA will also purchase 5,000 tickets
     for a special Broadway matinee on February 8.  As part of
     the agreement, the eight Broadway shows will move their
     matinee times to 1:00pm ET to accommodate NBA guests who
     will be attending the All-Star Game at 6:00pm ET.  Proceeds
     from the shows' ticket sales will go to New York Cares, a
     non-profit organization (NBA).  
          MAGIC IN THE AIR: In N.Y., Glenn Collins reported that
     the four-commercial NBA/Broadway ad campaign will be worth
     about $2M in air time.  The NBA will provide the air time
     and the cost of producing the spots.  Jed Bernstein, Exec
     Dir of the League of American Theaters and Producers, said
     the agreement helps live theater "to reach a younger
     audience, and it associates Broadway with the cool and the
     style personified by the N.B.A." (N.Y. TIMES, 11/19).  NBA
     Entertainment President Adam Silver: "We were looking for
     something that said New York, and to us that was Broadway. 
     It was also an opportunity to reach an audience that wasn't
     composed of hard-core basketball fans.  We think by
     connecting the music to the game, it'll give people a taste
     of basketball" (Su Avasthi, N.Y. POST, 11/20).

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