Kellogg USA announced a multi-year sponsorship deal
with the NBA and said it will unveil a series of consumer-
oriented promos in '98. Kellogg, also a WNBA sponsor, has
signed the Pistons' Grant Hill and the WNBA Comets' Sheryl
Swoopes as spokespersons. Both will be featured on company
packaging and make public appearances throughout the year.
Kellogg will also feature the '98 NBA and WNBA champions on
separate commemorative cereal boxes (NBA). NEWSDAY's Steve
Zipay reports that the multiyear deal is worth more than
$10M. Kellogg will also have an interactive exhibit at the
Javits Center during All-Star weekend (NEWSDAY, 1/20).
Special promos, flagged by Kellogg's "Part of the Game"
logo, will be touted via 10-second tags on existing ads and
print/POP (Stephanie Thompson, BRANDWEEK, 1/19 issue).
NBA APPAREL FOR WOMEN: The NBA will introduce its first
licensed apparel line designed exclusively for women for
Fall '98. The line will be available for all 29 teams and
will be manufactured by five licensees: Legends, Antigua,
Fleet Street, Nutmeg Mills and Moretz (NBA).
