The NBA announced that Coca-Cola has re-upped its "100-
year global marketing partnership" with the league, signing
a four-year deal that includes increased global advertising,
promotional and grassroots activities for Sprite, as well as
other new initiatives. The new deal includes expanded U.S.
media commitments for both game telecasts on NBC and Turner
and for non-game NBA TV programming as well. Coca-Cola will
also increase its presence in the NBA's global TV coverage,
as Sprite will become a media partner on NBA games in Canada
for the first time (NBA). In N.Y., Stefan Fatsis reports
that Coca-Cola will continue to spend about $100M-per-year
on the NBA in extending "one of the most feel-good marketing
partnerships" in pro sports. He writes the deal, and the
100-year partnership, "contrasts sharply" with Coca-Cola's
recent "acrimonious" dealings with the NFL. New marketing
proposals include a Sprite-sponsored hip-hop music tour at
NBA arenas during the off-season, and permanent Sprite-NBA
playgrounds "around the world" (WALL STREET JOURNAL, 6/9).
