SBJ/Feb. 10-16, 2014/Marketing and Sponsorship

NBA’s technology partners taking lead role during All-Star Weekend

Technology partners lead the activation around this week’s NBA All-Star Weekend in New Orleans.

SAP is helping fans attending the league’s Jam Session event share their experiences across social media by giving them RFID when they enter the fan fest.

First-year NBA sponsor Samsung will be showcasing its devices and have on-court arena apron branding for all three nights of the weekend. That court visibility is new advertising inventory that only a handful of teams have sold this season.

Cisco will be introducing its “digital mirrors,” which allow fans to try on licensed products, virtually. Sprite again title sponsors the Saturday night Slam Dunk Contest, while Sprint sponsors the Sunday night All-Star Game pregame concert. Pop superstar Jason Derulo and Grammy-nominated recording artist Mack Wilds are scheduled to perform.

Kia is presenting sponsor of the game broadcast on Sunday and sponsors a fan MVP vote. New NBA sponsor Diageo’s Ciroc brand will be presenting sponsor of “Club Enebea” at the House of Blues on Thursday night, while BBVA Compass sponsors the Rising Stars Challenge game in a sweepstakes through which fans can win trips to the NBA playoffs and Finals.

Among other partners: Bud Light will sponsor a postgame party; AmEx is helping get fans behind the scenes through its “Off the Court” digital platform on NBA.com; Foot Locker’s “Kicks of All-Star” program will highlight the weekend’s sneaker hits on social media; and Spalding will launch a four-part vignette on NBA.com highlighting its 30th anniversary as the NBA’s official ball.

Meanwhile, with the league coming to New Orleans, it marks a return to the place where the NBA’s first Day of Service community outreach took place six years ago. The now-annual program is being supported this year by sponsors Adidas, Kia, SAP and State Farm.

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