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SBD/December 14, 2011/Marketing and Sponsorship
Dialing It Up: Sprint To Announce Four-Year Sponsorship Deal With NBA
Published December 14, 2011
YET TO LOSE A SPONSOR: NBA Dir of Marketing Communications Carmine Tiso said that the NBA "has not lost any corporate partners on Madison Avenue because of the lockout." USA TODAY's Michael McCarthy notes the "key question for the NBA is how much cash its marketing partners will be willing to spend to advertise their sponsorship." Sports marketing expert Ernest Lupinacci said, "Can the NBA still capture the imagination of millions of fans? They better hope so. People have lots of choices, and those choices have grown exponentially with the advent of on-demand video from Netflix, Hulu and YouTube" (USA TODAY, 12/14).