MMF: Autosports And The Fan Experience MMF: Ways To Attract A New Audience MMF: NHRA Seen As More Of A Business Now MMF: Compelling Digital Content A Necessity MMF: IndyCar Eyeing New Territories MMF: Daytona Rising Key To Drawing More Fans MMF: Johnson Reflects On Early Days Of His Brand SB XLVIII To Be Most Expensive Ever Attendance Drops For Bills In Toronto Series Homeowners Look To Cash In On Super Bowl
SBD/Issue 9/Events & Attractions
IMG Sports Marketing Symposium: Case Study On T-Mobile/NBA Pact
Published September 23, 2010
|Belcher (l) And Tatum (r) Present A Case Study
On T-Mobile's Five-Year Relationship With NBA
T-Mobile VP/Marketing Mike Belcher and NBA Exec VP/Global Marketing Partnerships Mark Tatum yesterday at the SBJ/SBD IMG Sports Marketing Symposium teamed up for a case study on their marketing partnership titled, “T-Mobile and the NBA: A Fan 360.” Belcher stressed the importance of a streamlined approach to sports marketing during the discussion about his company’s five-year relationship with the NBA. “We are simply outspent by our competitors, so it’s critical that our alignment with the NBA allows us to deliver a disproportionate share of voice,” Belcher said. “To be successful you have to embed your brand in the property and become part of the storyline.” T-Mobile first targeted the NBA’s rookie campaign, becoming the presenting sponsor of the Rookie of the Month and Year awards. It also partnered with the NBA Draft and NBA All-Star Game, where it turned the annual Rookie Challenge game into a youth outreach program for local children in Dallas. T-Mobile also bought marquee platforms, such as the NBA Playoffs and All-Star Weekend to sponsor halftime reports, humorous TV spots starring Dwyane Wade, Dwight Howard and Charles Barkley, retail locations at arenas and team branded shells for T-Mobile phones. According to Belcher, awareness of the company’s premier phone -- the myTouch Android -- has doubled in the marketplace.