SBJ/20090202/This Week's News

Now starting at NBA Block Party presenting sponsor: Right Guard

Dial’s Right Guard brand, one of the NBA’s newest marketing partners, will be the presenting sponsor of the NBA Block Party, the latest event added to the league’s All-Star Weekend.

Right Guard, which signed as a full league marketing partner last year, will present the downtown Phoenix party as part of its heavy activation in the home market of Dial Corp., maker of Right Guard. The party is the first of its kind during the NBA All-Star Weekend, which this season runs Feb. 12-15.

“This is Right Guard’s first All-Star and they are activating in a big way,” said Mark Tatum, senior vice president of marketing partnerships for the NBA. “It is a first-time All-Star event for us. Phoenix is an outdoor city, and we wanted a corridor of downtown events.”

The block party, open to the public, will be free and have live music with both local and national acts, basketball-themed activities and an NBA store. Turner will broadcast on-site. Other league sponsors of the new event will include Anheuser-Busch, EA Sports and Toyota.

“It will be very interactive,” Tatum said. “Our partners have wanted to do something like this. Anheuser-Busch wanted to find a way to get their products to consumers, and Right Guard was looking to activate in their home market. Fans can walk between Jam Session, the arena and the Block Party in a festival-type atmosphere.”

There also will be product sampling at the event, and Anheuser-Busch will promote the party at local point-of-sale outlets.

Right Guard signed a multiyear agreement as an NBA corporate sponsor in May and added Chris Paul of the New Orleans Hornets as a spokesman.

The NBA hosted a block party, sponsored by Kia, in October in New York City to help kick off the 2008-09 season.

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