NBA Re-Signs T-Mobile For Three Years, Adds Deals With Milk, Zed

T-Mobile Signs Three-Year Extension To Its Sponsorship Deal With NBA

T-Mobile has renewed its NBA league rights "for an additional three years," according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. T-Mobile has been one of the NBA's "most active sponsors" since first partnering with the league in '05. Also, the NBA and the Milk Processor Education Program, which "underwrote an impressive rookie platform with the NBA from 2000-05," have formed a new partnership (SPORTSBUSINESS JOURNAL, 9/8 issue). Meanwhile, SPORTSBUSINESS JOURNAL's Eric Fisher reports the NBA "has struck a multiyear deal with mobile entertainment company Zed to develop a series of wireless products that includes video highlights, casual games, community platforms, wallpapers and ring tones." Industry sources said that Zed will pay the league an "up-front rights fee and then share associated revenue from subscription fees and advertising" (SPORTSBUSINESS JOURNAL, 9/8 issue).