SBD/Issue 169/Sponsorships, Advertising & Marketing

Lenovo To Include NBA In Primary Sponsorship Of Indy 500 Car

Lenovo Speeding Into Indy 500
On No. 98 Car
Chinese computer giant Lenovo has purchased a primary sponsorship on the No. 98 car, owned by Greg Beck and driven by Alex Barron, for the Indianapolis 500 and it is taking the NBA along for a ride. Lenovo, the NBA’s official PC partner, will use the front wings of the car to display an NBA Finals logo and a June 7 “tune-in” for the Finals on ABC. The car with its new markings will debut today at Indianapolis Motor Speedway. In addition, Lenovo and its agency, Just Marketing, are working to arrange an appearance by former Ohio State basketball stars Greg Oden and Michael Conley Jr. at the speedway on Sunday prior to the Indy 500. Oden and Conley are expected to be among the top picks in next month’s NBA Draft. Lenovo also has a primary sponsorship on the Williams F1 car, which competes this weekend in the Monaco Grand Prix, giving Lenovo a dual presence internationally in open-wheel racing. Lenovo’s No. 98 car is expected to make an appearance at an NBA Finals game as a showcar.

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