SBD/Morning Buzz

Sprint To Sponsor NBA, Replacing T-Mobile In Wireless Category

Sprint and the NBA will today officially announce a four-year corporate sponsorship deal, under which the K.C.-based carrier will become the league's official wireless service partner. Sources said Sprint hopes to have basketball-themed ads ready in time for the start of the season, which tips off with five games on Christmas. Sprint will also be the sponsor of NBA All-Star balloting and of a digital promotion centering on the Dec. 25 games. Sprint is developing an NBA Mobile application that will include live home and away radio broadcasts. Sprint is also expected to include the NBA in a new brand campaign.

Sprint, the No. 3 wireless carrier in the U.S. behind Verizon and AT&T, has title sponsored NASCAR's top circuit since '04 and has been looking for another national sports sponsorship to complement that one since losing its NFL rights after the '09 season. Sprint replaces T-Mobile, easily one of the NBA's most active sponsors since coming on board in '05.
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