SBJ/Feb. 14-20, 2011/Marketing and Sponsorship
AmEx, T-Mobile, BBVA lead NBA All-Star Game activators
Published February 14, 2011, Page 7
NBA sponsors are finalizing activation plans around Sunday’s All-Star Game in Los Angeles, offering a mix of special experiences and the ability for fans to be more closely involved in the event.
T-Mobile is sponsoring a “magenta carpet” event in accordance to its brand dress, which will be seen on NBA TV and the TNT All-Star pregame show on Sunday. The event will feature each all-star and a celebrity cast worthy of the game’s proximity to Hollywood. “The celebrity aspect of the weekend is a common theme, given the game’s location, and it is something many of our partners were looking for,” said Emilio Collins, senior vice president of global marketing partnerships. T-Mobile also is doing a retail promotion that includes appearances of NBA legends and ticket giveaways, and will title-sponsor the Rookie Challenge.
New sponsor BBVA will serve as title sponsor for the celebrity game on Friday night and will be running a significant hospitality program for its European executives and clients.
With expanded rights, Kia, an NBA partner since 2008, is now presenting sponsor of the All-Star Game MVP Award and the game broadcast. The All-Star Saturday Night broadcast will again be presented by State Farm.
There are a number of programs designed to offer fans more inclusion — and say — in the game. They include Taco Bell’s program that allows fans to vote for who participates in the All-Star Skills Challenge that the restaurant title sponsors. Kia supports a promotion that allows fans to account for 25 percent of the game’s MVP vote, while T-Mobile again attached its name to fan balloting. Sprite returns to allow fan input to the Slam Dunk contest results.
“We’ve been working to make fans feel they are more a part of the whole All-Star process,” Collins said.
The league will continue its Day of Service on Friday during All-Star Weekend. Sponsors including BBVA, Kia, State Farm and Haier are supporting.