Get More: T-Mobile Becomes NBA Telecom Service Provider

T-Mobile has signed a three-year deal worth over $100M to become the official telecom service provider of the NBA, according to sources cited by Terry Lefton in this week’s SPORTSBUSINESS JOURNAL. The deal contains ad commitments on NBA Network, ESPN and TNT, as well as “NBA asset media and promotion commitments.” Under the agreement, which includes WNBA rights and makes T-Mobile “one of the NBA’s largest corporate sponsors,” the company receives “rights to the entire telecom services sector, which would prevent the NBA from signing a wired service provider.” T-Mobile does not receive rights to video highlights, something previous league sponsor Verizon Wireless had. T-Mobile Dir of Sponsorships & Promotions Mike Belcher said, “The NBA (with the WNBA) gives us a year-round platform that skews a little younger and allows us to promote all parts of our business to a broad audience while keeping a youthful appeal.” Lefton notes T-Mobile has a deal with the Sonics, and the company is “looking at more team sponsorships and possibly some player endorsements and NBA-themed advertising.” Wasserman Media Group is T-Mobile’s sports and sponsorship agency (SPORTSBUSINESS JOURNAL, 10/3 issue).