NBA/NFL CHARGE AHEAD WITH AMEX/VISA CREDIT CARD DEALS

     The NBA and NFL "are charging into direct marketing via
their new credit card sponsors," according to Jeff Jensen in the
current ADVERTISING AGE.  The NBA has signed a three-year, $30M
deal with AmEx, while the NFL has a five-year, $50M deal with
Visa.  NBAP VP Marketing/Media David Scheff said the NBA sees
"great opportunities in leveraging their assets, specifically
their cardholder base and the variety of highly targeted product
offspring."  Soon, AmEx cardholders will receive NBA schedules,
ticket offers and catalogs with their monthly statement, with the
league creating "customized promotions" for various AmEx
customers.  Visa will add NFL tickets and merchandise to its
"Visa Rewards" program and insert coupons for NFL merchandise in
statements.  They will also target college students.  While the
"competition in the credit card industry has become increasingly
fierce," the companies can use the leagues' fan base to test
products and drive sales (AD AGE, 5/15 issue).