Sprite is expanding its relationship with the NBA "by
underwriting" this season's All-Star balloting effort, which
was previously sponsored by McDonald's, according to Terry
Lefton of BRANDWEEK. Coca-Cola will use the promotion "to
support in-theater drink sales across some of the country's
biggest [movie] theatre chains," with TV and theatre ads
"anticipated, along with an on-pack promotion, likely
inviting discount movie tickets" (BRANDWEEK, 10/11).
WHAT ABOUT OPEN CMO POST? Meanwhile, Lefton reports
that "more than" 100 NBA employees, including "key"
marketers, "left" the league during the lockout last season.
NBA Commissioner David Stern, on the personnel losses: "It's
made us more efficient. We may end up hiring back as many
as half the amount that left, but not to replace them as
much as to go into new directions." Lefton calls the NBAP
CMO opening, previously held by Fox Sports Enterprises
President Rick Welts, the "most important vacancy." More
Stern: "We have a search on for that position, but the job
description I have in mind changes almost daily. It will be
somebody who'll have to spend a considerable amount of his
or her time outside the U.S., which will tell you a little
bit about how the job is changing" (BRANDWEEK, 10/11 issue).
For news of the NBA's new TV partnership, see (#7).
