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Marketing and Sponsorship

Hornets Ink Waste Management Partnership; Guelli Details Coca-Cola Deal

The Hornets yesterday announced a partnership with Waste Management of Charlotte to serve as Time Warner Cable Arena’s waste and recycling partner. All 75 trash receptacles throughout the arena have been re-branded with the Hornets silhouette and the Waste Management logo. Additionally, Waste Management has donated more than 75 recycling bins that will be paired with the trash bins. The company will also serve as the presenting partner of the Hornets' celebration of the NBA’s annual Green Week from March 22-29 (Hornets). Meanwhile, Hornets Exec VP and Chief Sales & Marketing Manager Pete Guelli, following the club's long-term partnership renewal with Coca-Cola earlier this week, said fans who attend games this season will see the soda company's branding "on [the] court ... on our website, in print publications." Team officials said that contract negotiations between the Hornets and Coca-Cola "became final about two months ago." Coca-Cola Dir of Marketing Sponsorships Heather Hucks said that the company last month began releasing two-liter bottles of Sprite in the Carolinas that "include the Hornets logo and a message that welcomes the team back to Charlotte." She added that a "special promotion that allows consumers to redeem a code from 12-packs of Sprite for a free Hornets T-shirt started about two weeks ago" (CHARLOTTE OBSERVER, 12/17).

BUSINESS IN BEANTOWN: The Celtics and fashion brand Benrus announced a multiyear deal making the company a team sponsor and the official outfitter of Celtics.com reporters. Benrus will get exposure at TD Garden and opportunities with the Celtics' "Anthem Buddies" program, as well as integration of Benrus Kick Plates inserted below all courtside seats (Celtics).

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