SBD/19/Sponsorships Advertising Marketing


          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).
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Anheuser Busch, NBA, NBC

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