SBD/Issue 87/Sponsorships, Advertising & Marketing

Crescent Roll: Hornets Ink Cadbury Schweppes In New Orleans

By John Lombardo, Staff Writer, SportsBusiness Journal

The New Orleans/Oklahoma City Hornets have signed their first Crescent City Champion level sponsorship agreement as Cadbury Schweppes has agreed to a six-year deal that will be announced before the Hornets’ game against the Kings at New Orleans Arena tomorrow night. The low-seven-figure annual agreement makes 7UP the official soft drink of the Hornets and gives Cadbury Schweppes pouring rights in the arena. The deal also includes media and advertising, along with in-arena branding and signage. Premier Partnerships, hired by the team last year to attract corporate partners, brokered the deal. “From pouring rights to promotional opportunities, this is truly a win-win partnership between the Hornets and Cadbury Schweppes, and an important step in our successful return to New Orleans,” said Hornets COO Hugh Weber in a statement. The Hornets are looking to sign between six and eight Crescent City Champion deals. Forced to relocate last year to Oklahoma City following Hurricane Katrina, the Hornets will return full-time next year to New Orleans. The team is playing six regular-season games this year in the city.

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