SBD/Issue 64/Sponsorships, Advertising & Marketing

Kobe Bryant Signs Two-Year Deal To Endorse Turkish Airlines

Bryant Inks Two-Year
Deal With Turkish Airlines

Lakers G Kobe Bryant has signed a deal with Turkish Airlines (THY), "committing to appear in THY advertisements for the next two years," according to English-language Turkish newspaper TODAY'S ZAMAN. THY in a statement said that "commercials with Bryant will be shown globally but that the focus of the campaign will be on the US market and on the Far East and the Middle East." Bryant as part of the deal will "participate in a number of public relations events for THY and special gatherings with his fans around the world," promoting the airline. The first spot will air "in more than 80 countries in the first quarter of 2011." Ads also will appear on "many other outlets including billboards, magazines, dailies and digital environment." In addition, Turkish Airlines is "improving and adding to its destinations in the Americas." The airline, which has been flying to N.Y. and Chicago "for a long time and added Toronto and Sao Paulo a couple of years ago, recently added" DC as a destination, with L.A. coming soon (TODAY'S ZAMAN, 12/13). CNBC.com's Darren Rovell reports the two-year deal involves Bryant "starring in a promotional film that will be aired on international television channels and in movie theatres in more than 80 countries next year." Bryant said that as "part of the deal he’ll make several trips to the country." The Lakers star last year signed a deal with Chinese web company Sina.com to start a blog on the site, and he said, "This [is] another deal for me that proves that we’re global. And it obviously makes sense with them starting flights from L.A." (CNBC.com, 12/13).

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