SBD/October 23, 2012/Marketing and Sponsorship

NBA Integrating Its "Big" Ad Campaign With Ticket, Merchandising Efforts

The NBA is "rolling out a series of television commercials to promote the coming season that builds on the league's established 'Big' advertising platform," according to John Lombardo of SPORTSBUSINESS JOURNAL. New for the league this season is "the integration of the 'Big' campaign with ticket, merchandise and other retail efforts." The first of such spots "will promote the NBA Store, with other spots to be rolled out after the season begins." The creative for "those ticket and retail-related commercials has not yet been completed." League partner Kia also will "use the 'Big' theme as part of a 30-second spot promoting its sponsorship of the official NBA season-opening platform: Kia NBA Tip-Off '12." NBA TV will "use 'Big' for its 'Big Shots' 30-second spot featuring" Lakers G Kobe Bryant "talking about taking dramatic shots." The spot also will "feature footage" of Heat F LeBron James and Thunder F Kevin Durant, "among others." The ads were scheduled to "debut this past weekend and run through Dec. 10 on NBA TV." At that point, the league "will roll out another series of spots tied to its Christmas Day games" (SPORTSBUSINESS JOURNAL, 10/22 issue). MARKETING DAILY's Karl Greenberg noted the NBA also is "rolling out a youth initiative called NBA Hoop Troop, which will include a cast of five characters called 'The Hoop Troop'" (MEDIAPOST.com, 10/19).
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