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SBD/February 16, 2011/Marketing and Sponsorship
Sponsors Roll Out Bevy Of Activities For NBA All-Star Weekend Activation
Published February 16, 2011
DYNAMITE MARKET: ADWEEK’s Anthony Crupi notes a “powerhouse ad market and double-digit ratings gains primed the pump for a quick sellout" of TNT’s NBA All-Star Game Weekend broadcasts. Turner Sports "has raked in an estimated $36.5 million in All-Star ad sales, a leap of 25 percent versus last year’s take.” Turner Sports Exec VP/Ad Sales & Marketing Jon Diament said, “This is probably the strongest sports marketplace in history.” Diament added that NBA on TNT dollars "are up 30 percent” this season. Crupi notes TNT’s All-Star Game telecast on Sunday will be presented by Kia Motors for the second year. Hyundai will also return as “presenting sponsor of the postgame show.” In addition, Acura, Chrysler and Ford have bought 30-second spots “during in-game coverage.” Crupi notes “beer and spirits are well represented, with Anheuser-Busch InBev shooting it out with rival MillerCoors.” London-based Diageo, producer of Smirnoff, Johnnie Walker and Guinness, also has “bought time in the telecast” (ADWEEK, 2/13 issue).