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SBD/October 19, 2010/Marketing and Sponsorship
Turner Sports Cashing In On Excitement Surrounding NBA Season
Published October 19, 2010
Turner Sports is “doing brisk business, crafting unique opportunities in and around its NBA on TNT telecasts with the likes of Hyundai, T-Mobile, Autotrader.com, Sprite, Kia Motors and the United States Marine Corps.,” according to Anthony Crupi of MEDIAWEEK. The company has “landed new sponsors in Kelloggs, BP Amoco and Under Armour.” In addition, Turner has “booked a number of first-timers on NBA TV, lining up deals for the league-owned network with Allstate, Arby’s, GameStop and Hanes.” Turner Sports Exec VP/Ad Sales & Marketing Jon Diament: “We’re pacing about 50 percent ahead of where we were this time last year, in terms of how much money we’ve already booked.” He noted that an “unusually active off-season period has helped prime the pump for the 2010-11 NBA season.” Diament: “There’s so much excitement to tap into this season, and advertisers want to be a part of that. Which is why so many of them are buying season-long packages.” Crupi writes the NBA is “gearing up to supplant Major League Baseball as the nation’s No. 2 sports organization, a surge reflected by TV ratings, if not gate receipts.” Last season’s Lakers-Celtics NBA Finals beat the Yankees-Phillies World Series in the 18-49 demo, with the seven-game championship series earning a 7.3 compared to the six-game World Series’ 6.2 (MEDIAWEEK, 10/18 issue).
LIVE ON LOCATION: Turner Sports today announced that the TNT studio team of Ernie Johnson, Charles Barkley and Kenny Smith will broadcast live from TD Garden on Oct. 26 for the season-opening Heat-Celtics game, which is the first regular-season appearance of LeBron James, Dwyane Wade and Chris Bosh playing for the Heat. The TNT trio also will broadcast from Quicken Loans Arena on Dec. 2 when James makes his return to Cleveland as a visiting player (TNT).