SBD/August 22, 2013/Marketing and Sponsorship

Bobcats Extension With Blue Cross & Blue Shield Includes Training Camp Sponsorship

Blue Cross & Blue Shield's deal covers the next two seasons
The Bobcats signed a multiyear sponsorship extension with Blue Cross & Blue Shield of North Carolina that includes "rights to put the Blue Cross and Blue Shield logo on Bobcats practice jerseys during training camp and make the company the presenting sponsor of training camp," according to Erik Spanberg of the CHARLOTTE BUSINESS JOURNAL. The deal covers the '13-14 and '14-15 seasons. Financial terms were not disclosed, but industry experts "estimate the company’s investment to be in the range of $500,000 to $750,000 annually." The Bobcats' training camp runs Oct. 1-7 at UNC-Asheville’s Kimmel Arena. Blue Cross also will "be the presenting sponsor of training camp and exhibition games in Asheville (Oct. 8) and Greensboro (Oct. 19)." The Bobcats "have not sold corporate advertising on their practice jerseys beyond training camp." Other elements of the sponsorship include "community health clinics, a VIP dinner for company executives with members of the Bobcats' front office and meet-and-greets with the team." Bobcats Exec VP and Chief Sales & Marketing Officer Pete Guelli said that the team "thinks it is the first in the NBA to have a corporate partner sponsoring training camp" (BIZJOURNALS.com, 8/21).
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