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SBD/June 2, 2011/Marketing and Sponsorship
LeBron's Move To Miami Proving To Be A Success Both On And Off The Court
Published June 2, 2011
GET 'EM WHILE THEY'RE HOT: In Ft. Lauderdale, Doreen Hemlock notes TV viewers are likely to see more commercials featuring James and Heat G Dwyane Wade "during the next two weeks of the NBA Finals -- and not only during the games themselves." Sports marketers said that companies "score extra points when celebrities in their ads are hot, and that means a chance to cash in for ... other businesses that feature the Heat stars in their ads by airing those commercials more often on different channels." During Tuesday's Mavericks-Heat Game One, James appeared in ads for Sprite and McDonald's, while T-Mobile ran a spot with Wade. Hemlock notes South Florida companies are "boosting local ads with Heat stars too." The Warren Henry Automotive Group said yesterday that it is "stepping up ads" with Heat F Chris Bosh on local TV (South Florida SUN-SENTINEL, 6/2).