Most NBA Sponsors Back In The Fold For '09-10 Season

Though the NBA "didn't quite complete a slam dunk" this offseason, the league will begin the '09-10 season with "most of its pending renewals in the bag and no unexpected defections," according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. Nike has "extended its 17-year relationship with the NBA for five years," while FedEx signed a one-year renewal. China-based consumer electronics marketer Haier and Southwest Airlines are "each finalizing league renewals." Nike also separately "extended its USA Basketball rights" through '16. Toyota is "not returning to the league," nor is McDonald's, which had been a league partner for 19 years. Taco Bell, which is replacing McDonald's as the league's official QSR, is also "assuming title sponsorship of the All-Star Game Skills Challenge from Sony PlayStation," and will feature "player signings and themed ads." Meanwhile, sources said that the NBA "continues to target insurance as a new category" (SPORTSBUSINESS JOURNAL, 10/19 issue).

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