Sponsors Used NBA All-Star Weekend In Phoenix To Promote Brands

A Record 25 Sponsors, Including HP, adidas, FedEx, McDonald's, Advertised During Events

NBA All-Star weekend in Phoenix was a "launching pad for many businesses associated" with the league, according to Craig Harris of the ARIZONA REPUBLIC. NBA Exec VP/Marketing Partnerships Mark Tatum said that a "record 25 sponsors, including Hewlett-Packard Co., had activities associated with the All-Star weekend or used events to display their products." Tatum said last year's game had "just north" of 20 sponsors. The NBA used HP systems during Sunday's All-Star Game, and the company "also was provided a suite for the game at US Airways Center, where it hosted about two dozen of its top customers." At the Jam Session, FedEx "used images of star international NBA players to showcase its global service," while adidas "displayed a new line of sports clothing." Longtime NBA sponsor McDonald's also participated in the festivities with a "large restaurant at the event." Tatum: "What our partners are telling us is they are not going into a shell during this economy. What they are doing is being smart and being selective. ... They believe the NBA can help their brand" (ARIZONA REPUBLIC, 2/17).

FORGING PARTNERSHIPS: SI.com’s Arash Markazi noted Cavaliers F LeBron James and rapper and Nets investor Jay-Z Saturday partnered to host the third annual "Two Kings" event, where they tried to "build relationships with some of the biggest Fortune 500 companies." James said he and Jay-Z "don't want to do endorsement deals anymore." James: "When I talk to Jay, we always talk about creating relationships and friendships not endorsement deals where you pay me money and I hold up a product. We don't do that. We all got money in here."  Markazi noted James is "still open to taking your money and putting his name behind your product, he's just not calling it an 'endorsement deal' if that makes sense." James: "An endorsement deal is if, Jay, I pay you to show up when I tell you to show up. OK, so Jay, I'm going to give you this glass and hold it up and smile for me. We don't do that. We do partnerships where I give Jay ideas and he gives me ideas and we sit down and talk about it" (FANNATION.com, 2/16).

Krypto-Nate T-Shirts Go On Sale This Week At NBA Store, NBA.com

GREEN MAN: CNBC.com's Darren Rovell notes in the wake of Knicks G Nate Robinson winning the NBA Sprite Slam Dunk Contest Saturday, adidas' "Krypto-Nate" T-shirts are going on sale today at the NBA Store in N.Y. and on NBA.com tomorrow. The league also is "rushing to get the green Knicks jerseys he wore in stock sooner than ever before," and Spalding is also "promising to release the specially made green ball he used at retail at some point." Meanwhile, Nike said that the green shoes Robinson wore during the dunk contest currently are not planned to go on sale (CNBC.com, 2/17).