Win Some, Lose Some: NBA Loses AmEx, MBNA, But Renews FedEx
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AmEx Expected To Continue To
Air Spots During NBA Broadcasts |
American Express and MBNA have both ended their NBA deals, leaving the league
“without either of its sponsors in the payment-card category,” according to Terry
Lefton in this week’s SPORTSBUSINESS JOURNAL. Sources said that AmEx “could not
find a way to fit the NBA into its current ‘My Life, My Card’ campaign.” One source:
“As an overall sponsorship strategy, they are less interested in sports and more
interested in entertainment now.” Lefton notes AmEx is “expected to continue to
buy media on NBA broadcasts.” MBNA’s sponsorship spending has “come under more
scrutiny” since being acquired by Bank of America (SBJ,
10/31 issue).
SPECIAL DELIVERY: In a separate piece, Lefton reports FedEx is close to
a deal to renew its NBA sponsorship for two more years. The company will “raise
its NBA ante from a sort of one-year ‘trial run’ status to the marketing partner
level” (SBJ,
10/31 issue).
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