A's Settle 10-Year Lease Extension With Oakland Rob Manfred Favorite To Succeed Selig Sterling Files Another Suit To Block Sale AT&T Rolling Out New Yankees Campaign Chip Ganassi Drivers Star In Spot For Cottonelle Sterling, Ballmer Meet About Clippers Sale NASCAR's France Calls RTA Unnecessary ESPN Up For MLB Telecasts At Midpoint Thunder Will Not Wear Tag Honoring '79 Sonics NBA Summer League Sees Record Attendance
Upcoming Conferences and Events
SBD/Issue 84/Sponsorships, Advertising & Marketing
RadioShack Leveraging O'Neal Deal With NBA Sponsorship
Published January 21, 2004
By Terry Lefton, Editor-at-Large, The Sports Business Daily
With Shaquille O'Neal Deal In Hand,
RadioShack Nabs NBA Sponsorship
RadioShack and the NBA are set take the wraps off a low-seven figure sponsorship that will make the 7,000-store chain the league's official consumer electronics retailer for the remainder of the '03-04 campaign and for the entire '04-05 season. For the NBA, the deal represents the securing of another hard-to-get retail sponsor after inking Foot Locker earlier this year.
THE ON-SWITCH: RadioShack will begin activating during NBA All-Star Weekend February 13-15 in L.A. by sponsoring a new All-Star Saturday event that would open TNT's telecast, called "RadioShack Shooting Stars." A modified version of the league's All-Star Hoop-It-Up event (which was sponsored by Jeep) would see four teams of three players each featuring an NBA star, a WNBA star and an NBA legend. Retail activation plans are incomplete, but a promotion backing the NBA playoffs and finals is hoped for. RadioShack will also advertise on NBA-controlled media and make separate buys with the league's broadcast rightsholders. RadioShack has used Lakers C Shaquille O'Neal as a spokesperson since October '02, so this deal unites those properties.
A SPORTS PLAYER: While RadioShack has always leveraged sports heavily, sources said the NBA deal marks the first of a number of changes in its sports marketing. The company will shortly announce a NASCAR team deal that will see it serve as primary sponsor on a car for a handful of races. RadioShack's three-year sponsorship deal with MLB has expired and, considering the retailer's incremental NBA and NASCAR investments, a renewal appears unlikely (THE DAILY).