SBD/April 18, 2014/Marketing and Sponsorship

Bacardi Signs As Exclusive Sponsor Of New NBA Lifestyle Website From Complex Media

Complex Media is launching a new NBA-themed website called Triangle Offense that will "carry ads for only Bacardi Flavored Rum for the next nine months," according to Michael Sebastian of AD AGE. The site is meant to "cover the league without dwelling on saturated areas" like stats and schedules, instead focusing on players' "high-flying lifestyle -- their clothes, tattoos, cars, watches, and so on." Complex Media Head of Sales Moksha Fitzgibbons said, "We came to this realization that there was this white space out there in the basketball arena. We believe there's an opportunity to do a land grab." Sebastian cited sources as saying that Bacardi paid $1-3M "to sponsor the site for a nine-month period." The spirits company plans to promote the website "through paid media, but Complex will provide promotion on its other sites as well." Former ESPN The Magazine writer Elena Bergeron will serve as Editor-in-Chief of the website, and she indicated that while Bacardi is its sole advertiser, Complex Media "has full control over editorial" (, 4/17).
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