The Atlantic Group and New Line TV, as part of their
multi-year partnership with the CBA, officially announced
the formation of a strategic partnership whereby Atlantic
artists will be featured in all of the CBA's live, broadcast
and promotional events. As part of the deal, Atlantic
recordings will be played during CBA games and events;
Videos by Atlantic artists will feature CBA players and game
footage; Atlantic will produce specialized theme songs for
each CBA team; Atlantic recordings and merchandise will be
sold at CBA venues and Atlantic and CBA Internet sites will
provide multi-media content. New Line holds all TV,
licensing and merchandising rights to the CBA (New Line).
Among Atlantic performers involved in the cross promo are
Jewel, All 4 One, Sugar Ray and Tori Amos (USA TODAY, 3/13).
TV DEAL NEXT? New Line TV Exec VP Chris Russo said that
he's "in negotiations with a couple of cable networks and
syndie companies to get TV coverage" for the CBA. ESPN2 has
telecast some CBA games in the past (DAILY VARIETY, 3/12).
