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SBD/July 27, 2012/Olympics
Stern: Nothing Definitive, No Rush To Determine Age Limit For Future Team USA Men's BBall
Published July 27, 2012
RE-LIVING THE DREAM: MEDIA POST’s Karl Greenberg noted the U.S. men’s basketball team has the “biggest-ever portfolio of partners.” Several of the team's sponsors are using the 20th anniversary of the '92 Dream Team “as a soapbox for their narrative: special retail promotions, broadcast features, and grassroots tours." Involved in the campaigns are 11 current or former USA Basketball players, including Carmelo Anthony, Chris Paul, Deron Williams, and Chauncey Billups. The “retrospective hagiography includes Right Guard's role as presenting sponsor of NBA TV’s documentary ‘The Dream Team’; Burger King's commemorative cup series covering USA hoops teams past; Sunkist Soda and 7UP's collectible cans that pair 1992 Dream Team players with soda brands; and MetroPCS' 15-city USA Basketball Dream Tour, which launched in January.” Player tie-ins from this year's team include Williams "partnering with MetroPCS brand advertising and promotions for Samsung Mobile, plus appearances and social media; Carmelo Anthony's support of the ‘Got Milk?’ campaign ‘My After’ … and Jeep brand's spotlight on Chris Paul as its spokesman for its partnership with USA Basketball.” Other efforts include AmEx' "six-vignette video effort featuring actor Michael Rapaport and Chauncey Billups discussing key moments in USA Basketball history” (MEDIAPOST.com, 7/25).