SB Advertisers Could Take More Measured Approach Yonex Begins Fines For Smashing Racquets Nike Shifts Approach To Sponsorship As NBA Evolves TNT Scores On MLK Day With Cavs-Warriors Mickelson Debuts Personal Logo On Apparel Costco-Branded Golf Balls A Hot Seller Falcons, Pats Sponsors Make Final Activation Push SHR Yet To Announce Anchor Sponsor For Bowyer Marketplace Roundup Target Makes Push Into Soccer With MLS
SBD/August 16, 2012/Marketing and Sponsorship
"NBA 2K13" Will Feature '92 Dream Team, '12 USA Hoops Team
Published August 16, 2012
WORTH THE INVESTMENT? ESPN.com’s Darren Rovell noted in ’11, when Jordan was “signed to be part of the game, 2K Sports rode his ‘Airness’ to 5.5 million copies sold.” At the time, Jordan’s “presence in the game was magnified by the fact that the greatest player in the game opted out of video game deals during his career.” Current NBAers “no longer have the option to decline their appearance in video games.” Rovell writes it is “always interesting to see whether these types of investments pay off.” 2K Sports parent company Take Two Interactive has "been pressured amid the video game decline.” Rovell: “All the more chance to reinvest in the Dream Team idea because staying conservative in this marketplace is not the right thing to do” (ESPN.com, 8/15).
CASH INFUSION: Electronic Arts reportedly is "quietly exploring a sale" and discussions are "at an early stage." The company has been approached by private-equity firms KKR and Providence Equity Partners. EA, which has a market cap of around $4B, said that it does not comment "on rumor and speculation" (N.Y. POST, 8/16).