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SBJ/January 14 - 20, 2002/This Weeks Issue
Kraft will use NBA deal to deliver DiGiorno All-Star promo
Published January 14, 2002
The NBA has signed Kraft to a promotional deal that allows the multibrand conglomerate use of the league's All-Star marks for a February promotion.
Kraft will launch DiGiorno Cheese Stuffed Crust Pizza with a contest touting the slam-dunk competition, which takes place the night before the Feb. 10 All-Star Game in Philadelphia.
"Stuff the rim and win" offers five instant-winners trips to the 2003 All-Star Game in Atlanta. Secondary prizes are gift certificates for the NBA Store on nba.com. Marketing support includes point-of-sale and free-standing inserts, along with an ad in the All-Star Game program.
Financial terms of the deal were not released, though it's believed to be in the low six figures.
While one-off, or short-term, marketing deals like this are unusual for the NBA, Jonathan Press, the league's vice president of marketing partnerships, said he viewed the promotion as more of a test drive than anything else.
"It's a good opportunity for us to work with a new partner and get some incremental exposure for the All-Star Game," Press said.
The agency 141Communicator handled the sponsorship management as well as the creative for the deal.
Almost all of the NBA's corporate sponsorships expire after this season. Since most NBA sponsorships are packaged with TV buys, the NBA sales force is awaiting the completion of its new TV deals before it can mount a full-fledged sales effort.