Heat First NBA Team To Work Liquor Ads Onto Courtside Signage
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Heat To Be One Of First NBA Teams To
Advertise Spirit Brand On Courtside Signage |
The Heat will become the "first NBA team to take advantage of the league's reversal of a longtime ban on courtside advertising by spirits brands," according to John Lombardo of SPORTSBUSINESS JOURNAL. When Bacardi, "already one of the Heat's biggest sponsors, signed a seven-year renewal in 2008, a provisional agreement was written into the deal for courtside advertising should the NBA lift its restriction on spirits brands." The addition of the Heat's courtside signs, "expected to be in place for the 2009-10 season, boosts the value of the seven-figure annual deal" an additional 10%. Heat Exec VP/Sales Steve Weber: "Bacardi has been a longtime partner and they will have signage for three of their main brands in Grey Goose, Dewar's and Bacardi." Lombardo reports the NBA's new rules "allow for camera-visible liquor ads but also call for social-responsibility messaging." Liquor ads on team Web sites "must include that message" as well. Courtside signs and other camera-visible ads for spirits brands are "limited to the social-responsibility campaigns or a simple brand plug and can't have another tag line." Bacardi will also be part of the Heat's "new Miami Media Mesh outdoor LED system that hangs on the facade of the AmericanAirlines Arena." NBA Senior VP/Team Marketing & Business Operations Chris Granger said that "more team deals for courtside spirits signs are expected soon." Granger: "There are deals about to be signed in both large and smaller markets" (SPORTSBUSINESS JOURNAL, 6/15 issue).
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