TWO REPORTS DIFFER ON FUTURE OF NBA BEER CATEGORY
A-B has "quietly" inked a "major four-year NBA ad
agreement" with NBC, according to Langdon Brockinton of the
SPORTSBUSINESS JOURNAL. A-B VP/Corporate Media & Sports
Marketing Tony Ponturo: "We did not let the lockout
influence our positioning long-term with the NBA." Ponturo
said that A-B would run "multiple spots" per NBA broadcast.
Ponturo stressed the NBA's "broad appeal to different ethnic
groups." Ponturo: "You like the dimension of the NBA
because of its appeal to the Hispanic market and the
African-American market and the Anglo market" (SBJ, 1/18).
IS COORS LOOKING TO TAP THE NBA? In Chicago, George
Lazarus reports that although A-B will "probably" become the
Official Beer Of The NBA after Miller Brewing chose not to
renew, it "continues to play hardball with the TV networks."
Lazarus reported that CO-based Coors Brewing, which has
sponsored the NBA during the Playoffs and Finals, but not
during the regular season, "wants to get more involved" as a
league sponsor (CHICAGO TRIBUNE, 1/18).