NBA Sponsors Turn Focus To Marketing Activation Around Draft

Adidas T-Shirt, Hat Part Of Sponsors' Focus On Marketing For NBA Draft

NBA sponsors are "turning their focus to marketing activation" during tonight's NBA Draft at MSG, according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. EA Sports is the presenting sponsor of the event, and ESPN will "employ the video game maker's virtual playbook technology in its TV coverage." EA Sports will have branding on tickets to the Draft, "signage in and around the arena, along with gaming kiosks, and a green screen booth where fans can get pictures of themselves as cover athletes on EA NBA games." The company will also "give away 4,500 EA-branded Dwight Howard Fathead Tradeables to fans as they leave the event." Meanwhile, HP will run ads during ESPN's coverage of the event and will "have a major presence on NBA.com's draft coverage." Kia will also run commercials on ESPN during the Draft and "have a pair of vehicles on display outside MSG." Kia will also be "presenting sponsor of the team content section around the draft" on NBA.com. adidas will be selling draft caps and four different draft T-shirts on site (SPORTSBUSINESS JOURNAL, 6/22 issue).

IF THE SHOE FITS: CNBC.com's Darren Rovell reported there is "little evidence that any shoe company has begun substantive negotiations with any prospective draft pick from this year's class." adidas signed Bulls G Derrick Rose and Heat F Michael Beasley last year but has "nothing to announce" so far this year. Under Armour, which signed Brandon Jennings last year after he announced his plans to play professionally for a season in Italy, also has not announced any new deals. Rovell noted this leaves agents and players with a "choice that top draft picks have never really had." Players can "sign for any money they can get now or they can have confidence in their ability and sign a deal when they have some stats to add leverage to the game." Draft prospects Stephen Curry and Jonny Flynn are "favored to get the most money, but the dollars they receive could depend on what cities they play in." Rovell noted Ricky Rubio "already has a Nike deal that he signed in Spain" (CNBC.com, 6/24).

THE NEWEST SANDWICH ARTIST: NBA Draft prospect Blake Griffin Tuesday was in N.Y. to "take care of some ... obligations" for Subway, which has signed him to an endorsement deal. Griffin made a footlong roasted chicken sandwich at a N.Y. Subway location and later played a "game of H-O-R-S-E (actually, S-U-B-W-A-Y) with the ubiquitous company spokesman, Jared Fogle" (NYTIMES.com, 6/24). CNBC’s Rovell asked Griffin whether Subway will "make you sing that ‘five dollar foot-long’ song?" Griffin: "I hope not. I don't think anybody wants to hear me sing that.” Griffin, who was an All-American at the Univ. of Oklahoma, said he hopes to sign some endorsement deals in the Oklahoma market “down the line” ("Squawk on the Street," CNBC, 6/25).

I WANT TO THANK YOU: The NBA runs a full-page ad in today's issue of the Wall Street Journal thanking its fans and corporate partners for an "Amazing 2008-09 Season." The ad notes the league having its third-highest attendance in its history, strong viewership numbers for the regular season and Finals, Web traffic on NBA.com and NBA Store/NBAStore.com sales records (THE DAILY).