CAA, Baltimore Begin Tourney Extension Talks Quail Hollow Lands '21 Presidents Cup World Cup Dates Cause Strife In Euro Leagues Texas May Expand Incentives To Land Events Daytona 500 Sees Attendance Increase PGA Tour Honda Classic Continues Growth Mayweather-Pacquiao Scheduled For May 2 Kings-Sharks Outdoor Game Draws Over 70,000 Orlando Considering Bid For CFP Title Game Will Weather Affect NHL Outdoor Game?
Upcoming Conferences and Events
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.