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SBD/19/Sponsorships Advertising Marketing
TWO REPORTS DIFFER ON FUTURE OF NBA BEER CATEGORY
Published January 19, 1999
A-B has "quietly" inked a "major four-year NBA ad agreement" with NBC, according to Langdon Brockinton of the SPORTSBUSINESS JOURNAL. A-B VP/Corporate Media & Sports Marketing Tony Ponturo: "We did not let the lockout influence our positioning long-term with the NBA." Ponturo said that A-B would run "multiple spots" per NBA broadcast. Ponturo stressed the NBA's "broad appeal to different ethnic groups." Ponturo: "You like the dimension of the NBA because of its appeal to the Hispanic market and the African-American market and the Anglo market" (SBJ, 1/18). IS COORS LOOKING TO TAP THE NBA? In Chicago, George Lazarus reports that although A-B will "probably" become the Official Beer Of The NBA after Miller Brewing chose not to renew, it "continues to play hardball with the TV networks." Lazarus reported that CO-based Coors Brewing, which has sponsored the NBA during the Playoffs and Finals, but not during the regular season, "wants to get more involved" as a league sponsor (CHICAGO TRIBUNE, 1/18).