NBA, Coca-Cola Renew Global Marketing Partnership

The NBA and Coca-Cola have renewed and expanded their global marketing partnership, under which Sprite will remain the league’s official soft drink. Coca-Cola will be a marketing partner of NBA Europe Live presented by EA Sports, a four-team training camp held in Europe the next two seasons. Also, Coca-Cola and Sprite will hold NBA-themed events, promotions and advertising in various countries, including China. The deal will build upon recent joint projects including the interactive Destination Dunk Web site on NBA.com, wireless program The Finals Real Time and iCoke China. Coca-Cola has been an NBA marketing partner since ’86 (Coca-Cola).

Southwest Airlines Grounds Plan For NBA Finals Activation

FLYING UNDER THE RADAR: SPORTSBUSINESS JOURNAL’s John Lombardo reports NBA partner Southwest Airlines “grounded plans this year” to activate around the NBA Finals as it has done the previous two years. The move is “more noticeable considering that the low-cost carrier is based in Dallas and that rival American Airlines is reaping the benefits of owning the naming rights” for both arenas in which the finals are being played. Southwest Manager of Sports Marketing Tena Griffith said, “Last year we helped kick off the Destination Finals campaign and did some airport merchandising, while two years ago we brought out some NBA legends. But we’re not doing anything this go-around.” Griffith added, “We know that American has both arenas but we’re not doing anything about it” (SBJ, 6/19 issue).