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SBD Global/February 20, 2014/Marketing and Sponsorship

Spanish Basketball League Club Baskonia Aggressively Marketing Lamar Odom Signing

A "quick look" at Spanish Basketball League (ACB) side Baskonia's website "makes it clear that Lamar Odom is not just another signing," according to Sergio R. Viñas of EL MUNDO. Visitors to the site "immediately see a picture of Odom featuring the words, 'Welcome Lamar.'" The site's story of Odom's signing is in English and "features a link to buy his new Baskonia jersey, even though he does not yet have a jersey number." Media-wise, "the club has achieved its objective." Baskonia "reestablished itself on the basketball map and has a leading role in the American market, where the club is known for having exported NBA players" including José Calderón of the Dallas Mavericks, Luis Scola of the Indiana Pacers and Tiago Splitter of the San Antonio Spurs, among others. Baskonia President Josean Querejeta has "again showed his ability to sell his product." During the team's "worst season in many years, the news related to Odom is once again projecting the club as a leader in the European market" (EL MUNDO, 2/19).
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