Shifting ‘Madden’ out of launch mode New era, big money, today’s NFL KFC using Colonel in SummerSlam activation Rams tap Corona as first sponsor in L.A. MiLB adds color with Crayola deal Porsche continues sports focus with Mets Bud Light signs on for Bristol game Ganassi confident about replacing Target ACC hits the road for tour NASCAR closer, but no deal yet for title
SBJ/January 26 - February 1, 2004/Marketingsponsorship
RadioShack joins NBA sponsor list
Published January 26, 2004
RadioShack and the NBA last week took the wraps off a low-seven-figure sponsorship that makes the 7,000-store chain the league's official consumer electronics retailer for the remainder of the 2003-04 campaign and for the entire 2004-05 season.
For the NBA, the deal represents the securing of another hard-to-get retail sponsor after signing Foot Locker earlier this year.
RadioShack will begin activating during NBA All-Star Weekend Feb. 13-15 in Los Angeles by sponsoring a new All-Star Saturday event that would open TNT's telecast, called "RadioShack Shooting Stars." A modified version of the league's All-Star "Hoop-It-Up" event, which was sponsored by Jeep, would see four teams of three players each featuring an NBA star, a WNBA star and an NBA legend.
Retail activation plans are incomplete. RadioShack also will advertise on NBA-controlled media and make separate buys with the league's broadcast rights holders.
While RadioShack has always leveraged sports heavily, sources said the NBA deal marks the first of a number of changes in its sports marketing. The company will soon announce a NASCAR team deal that will see it serve as primary sponsor on a car for a handful of races. RadioShack's three-year sponsorship deal with MLB has expired and, considering the retailer's incremental NBA and NASCAR investments, a renewal appears unlikely.