NBA Inks Affinity Card Deal With China Merchants Bank
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NBA Inks Three-Year Licensing
Agreement With China Merchants Bank |
China Merchants Bank (CMB) has signed a three-year licensing deal with the NBA
to issue the first NBA affinity cards in China, according to John Lombardo of
SPORTSBUSINESS JOURNAL. Terms of the deal, which includes team and league logo
rights, were not disclosed, but affinity card deals “typically give sports properties
a 10[%] cut of the credit card fees and a 1[%] take of all consumer purchases
using the affinity card.” Player rights are not part of the deal. NBA officials
said that the agreement “includes a media buy and will feature [POS] promotional
rights in 400 branches in major China markets.” Lombardo notes the NBA has not
had an affinity card deal in the U.S. since the ’04-05 season when MBNA did not
renew its deal (SPORTSBUSINESS
JOURNAL, 5/21). Also in this week’s SBJ, Terry Lefton cites sources saying
that Capital One “is taking a hard look at an NBA sponsorship.” Capital One is
“already looking into complementing” the possible NBA deal with naming rights
to New Orleans Arena, which are being shopped by Premier Partnerships for about
$3M annually (SBJ,
5/21).
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