NBA Marketing Notes: Rockets Ink New Deal With Chinese Company

The Rockets and Toyota Center have signed a two-year sponsorship agreement with China-based food manufacturer Uni-President Enterprises Corporation, which includes signage at the arena. The deal, which includes an option for a third season, marks Toyota Center's fourth large-scale marketing partnership with an int'l company (Rockets).

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BAND OF BROTHERS: adidas this week launched its new global ad campaign, "Brotherhood," via 180, L.A., and 180 Exec Creative Dir William Gelner said of the effort, "We wanted to build off the momentum we created last year, with the theme of brotherhood. It's not about hero worship, but bringing the pros down to the basketball-playing kid, to be there side by side and teach them what basketball is all about." The tagline for the campaign's print ads, which appear in magazines such as Slam and Bounce, is "NBA tested, brotherhood ready." Gelner: "We wanted to stick to the brotherhood theme, but elevate it to its highest level." In addition, sources indicated that 180 is "meeting with the NBA about the potential for broadcasting the material on NBA TV" (ADWEEK.com, 10/29).

MOTOR READY: Kia Motors VP/Marketing Michael Sprague, whose company is the presenting sponsor of this week's NBA Tip Off Week, in a Q&A with MEDIAPOST's Karl Greenberg, said of the company's NBA sponsorship, "It is the first time we have taken on something this large." Sprague: "We are really trying to position ourselves as a more youthful and energetic brand, and our relationship with the NBA helps us connect with their passionate and enthusiastic customers. Our strategy is to be in places where people live, work and play; and where they would not normally expect to see Kia." Sprague indicated Kia, which is also a FIFA partner, is not looking at any other sports sponsorships (MEDIAPOST.com, 10/28).

CONTINUED INT'L GROWTH: NBA VP/Int'l Development Emilio Collins participated in a Q&A with PROMO magazine's Richard Tedesco. When asked where he sees global merchandising revenues "going in the near term," Collins said, "Our merchandising revenues internationally will continue to rise very significantly. We're up about 40% in Europe this year, 60% in China" (PROMO, 10/'08 issue).

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