To commemorate the NBA's 50th anniversary, Sports
Illustrated and TBS have teamed to "create a cross-media program
that includes a series of advertorials in the magazines and a set
of vignettes on TNT and the TBS superstation," according to
Brockinton & Reynolds of INSIDE MEDIA. Starter, AmEx and Nestle
have signed to sponsor the SI/Turner NBA-at-50 package. INSIDE
MEDIA sources indicate SI and Turner are looking for a fourth
"and final" sponsor. SI's advertorial series will begin with its
November 4 issue and run for 16 weeks. Each segment will feature
a "one-on-one" theme, where for example, former Celtic great Bill
Russell will talk about Shaquille O'Neal. Each advertiser will
sponsor four advertorials -- two before the New Year and two
after and the rate for a quarter sponsorship is $620,000. In
addition to 30-and-60-second vignettes, Turner will air a the
documentary, "The NBA at 50," on November 13. It is backed by
AmEx, Starter and Nestle, who will air "several" 30-second spots
apiece. Starter Marketing Manager for Basketball David Roberts
said the deal "effectively locks out competitor Champion," and
Starter will bring a series of "retro-looking" NBA at 50 apparel
to retail in late '96. AmEx's anniversary strategy is "unclear"
at this point (INSIDE MEDIA, 9/18).
