Atlanta-based medical products manufacturer Bauerfeind has become the Official Brace of the National Basketball Athletic Trainers Association as part of a new three-year deal. Having been unofficial partners since ’03, Bauerfeind Dir of Sports Marketing Ellen Lucey said negotiations with the NBATA evolved “organically.” Lucey: “NBA trainers came up as an option that made sense for our business because when it comes to medical decisions, they are the gatekeepers. They are very credible in our space.” NBATA personnel will contribute various topical articles and videos to Bauerfeind’s website in a feature called “Trainer Talk,” the first of which will launch next week. Lucey expects “Trainer Talk” content to be produced every couple of weeks, though there will be no regulated editorial schedule. She added that further discussions of how the endorsement deal will play out are ongoing. Financial terms for the agreement were not disclosed. Meanwhile, Lucey said that Bauerfeind is “starting to look” into negotiating additional deals with other sports leagues.
