U.S. Wins Its First World Baseball Classic Tickets Tough To Come By For K.C. Regional Int'l Champions Cup Gears Up For Fifth Iteration WME Plans To Keep Miami Open In Key Biscayne U.S. Advances To WBC Final After Win Over Japan Aspen Draws Praise As Host Of FIS World Cup Finals Confederate Protesters Show Up At NCAA Event WBC Sets Attendance Record Before Semis Arnold Palmer Invitational Deemed Success Breeders' Cup Officials Visit Laurel Park
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.