SBD/March 30, 2011/Marketing and Sponsorship

Carmelo Signs First Sponsorship Since Trade To Knicks With Boost Mobile Deal

Boost Mobile unveiled a 128-foot-tall billboard of Anthony near MSG
Knicks F Carmelo Anthony and Boost Mobile yesterday announced a partnership that will include N.Y.-based media and marketing activities as the Knicks head into the postseason. The deal includes a 128-foot-tall billboard unveiled yesterday near MSG on the corner of 33rd Street and 9th Avenue promoting Boost’s new advertising campaign, “Be Heard.” Other elements of the campaign include local radio, billboards, in-store merchandise and giveaways. Anthony will also use his social media presence to promote the Boost Mobile brand. Boost Mobile is the Knicks’ official wireless telecommunications partner as part of a multi-platform marketing partnership with the Knicks and MSG Network for the ‘10-11 season (Boost Mobile). In N.Y., Frank Isola notes the endorsement deal with Boost Mobile is Anthony's “first since being acquired” from the Nuggets last month. However, it is “not his first Manhattan billboard” -- he has an ad for Brand Jordan “on 34th and Seventh Ave., the same spot where there was an ad for LeBron James last season” (N.Y. DAILY NEWS, 3/30).
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