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SBD Global/October 2, 2012/Marketing and Sponsorship

NBA Signs Sponsor For Mexico Game And Preseason Europe Games

The NBA and financial institution BBVA Bancomer have agreed to a partnership that makes the banking group the official presenting partner of the NBA Mexico Game 2012. NBA Mexico Game 2012 presented by BBVA Bancomer will see Mexican-native Gustavo Ayon and the Orlando Magic take on the New Orleans Hornets in a perseason game at the new Arena Ciudad de Mexico in Mexico City on Oct. 7. As presenting partner, the bank will receive brand exposure around the game in October, as well as in arena on game day through signage, premiums and on-court fan activities. In addition to the NBA Mexico Game 2012, BBVA is also the presenting partner for the league's preseason games in Europe, which will feature the Dallas Mavericks playing games in Berlin and Barcelona, and the Boston Celtics playing games in Istanbul, Turkey and Milan, Italy against top European basketball teams. BBVA became the official bank of the NBA in '10 as part of a multiyear marketing partnership with the league that includes the U.S., Europe and Latin America (NBA). The deal comes as the league is taking a "more aggressive marketing approach around its scheduled games in Europe, Mexico and China" (SPORTSBUSINESS JOURNAL, 10/1 issue).
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