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GATORADE RENEWS NBA PARTNERSHIP; MATTEL DEAL OFFICIAL
Published January 23, 1998
The NBA and Gatorade announced an all-encompassing partnership renewal that adds Gatorade support to its existing sponsorship agreement. The new pact, which runs through 2002, gains Gatorade participatory rights to the NBA Jam Van and NBA 2ball. Gatorade will also be the title sponsor of Virtual GM, the NBA's on-line fantasy game. In Canada, Gatorade will sponsor Future Hoops, supporting basketball programs across Canada, and Canada Hoop-it-Up. Gatorade will also advertise on NBA telecasts and will sponsor the Gatorade Court of Dreams and "Jam With a Legend" at the NBA Jam Session during NBA All-Star weekend (NBA). DEAL: Mattel has been officially granted the licenses for the exclusive rights to produce basketball-themed toys bearing the marks of the NBA, WNBA and USA Basketball (NBA).