Menu
Download the app

SBJ subscribers – Enhance your experience with the revamped iOS app

Marketing and Sponsorship

Tourney is Pepsi’s first event as NBA partner

Call it Hoop-It-Up for millennials.

An NBA three-on-three basketball tour underwritten by Pepsi as part of its new NBA official sponsorship tips off later this month.

The Mountain Dew title-sponsored three-on-three hoops tour is reminiscent of the long-standing Hoop-It-Up tour, in which the NBA was once a partner.

Dew NBA 3X is the first national experiential extension of Pepsi’s NBA rights deal, which saw it ousting Coke as a league sponsor after 28 years. Dew NBA 3X tips off May 21 at The Gulch in downtown Atlanta and will travel to indoor and outdoor venues in Miami (National YoungArts Foundation Plaza); Dallas (the Bomb Factory); Chicago (Aragon Ballroom) and Houston (site to be determined), before concluding in October at the Barker Hangar in Santa Monica, Calif.

Patrick Sullivan, NBA vice president of event strategy, said the tour hopes to attract more than 10,000 people. Along with the competition on-site, there will be skills contests and lifestyle, music and other cultural elements.

Local artists, music and food will be part of the Dew NBA 3X tour that tips off May 21 in Atlanta.
“Given Mountain Dew’s sponsorship, we’re trying to make this an edgier three-on-three tournament,” Sullivan said. “So we’ll be celebrating local artists at the events and have elements like food trucks, local music, and artists.”

Hall of famer Gary Payton will be on hand as a “tour ambassador.”

Marketing support includes social media and local radio. Retail marketing ties and possible media extensions are to be determined. Naturally, there will be Mountain Dew sampling, but Aquafina will be the beverage of choice behind some accompanying youth clinics. Sullivan said the inclusion of other NBA sponsors is also a possibility.

More than 30 elite men’s and women’s teams in each market are participating on an invitation-only basis. Winners in each city qualify for the L.A. Dew NBA 3X Finals. The winning men’s and women’s teams from the finals qualify for the 2017 USA Basketball 3x3 National Tournament. The winning teams from Atlanta will qualify for the 2016 USA Basketball 3x3 National Tournament this August in Colorado.

Wasserman is the event marketing agency administering the tour.

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Journal/Issues/2016/05/09/Marketing-and-Sponsorship/Dew-NBA-3X.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Journal/Issues/2016/05/09/Marketing-and-Sponsorship/Dew-NBA-3X.aspx

CLOSE