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SBJ/October 1-7, 2012/Leagues and Governing Bodies
Around the world: NBA resumes international games, adds surrounding events
Published October 1, 2012, Page 8
After canceling its international preseason tour last year because of the lockout, the NBA heads back overseas this week with a more aggressive marketing approach around its scheduled games in Europe, Mexico and China.
|The Mavericks will join the Celtics in playing preseason games in Europe.
In each of the international preseason markets, the NBA aims to have more league-related events around the games than in years past. In each city of the Europe Live tour, the league plans to hold expanded free interactive fan zones, with BBVA sponsoring the areas in Barcelona and Istanbul. In China, the NBA for the first time will hold a Fan Appreciation Day event with free, open practices of both teams for fans in Shanghai.
“We are focusing on getting the game experience to fans as much as possible,” said Emilio Collins, senior vice president of global marketing partnerships for the NBA. “After not having the games last year, our partners have been gearing up, and we are seeing record activation across all three regions. BBVA is making a major brand play.”
Anheuser-Busch is using the China Games series to launch promotions around its Harbin Beer brand as part of its expanded partnership with the NBA in China.
“There is activation across the board from retail to digital to consumer,” Collins said. “For our partners, the annual slate of games is a unique, once-a-year experience to get to key customers.”