AT&T will take over sponsorship of the dunk contest, which was previously held by VerizonNBAE/GETTY IMAGES
AT&T is replacing Verizon as the NBA’s lead sponsor in wireless telecom, one of the biggest-spending marketing categories both inside and outside of sports. The multiyear deal includes marketing rights across the NBA, USA Basketball, WNBA, G League and the NBA 2K League. AT&T at the upcoming NBA All-Star Weekend in Charlotte will take over title sponsorship from Verizon of the Slam Dunk competition. AT&T will also be presenting sponsor of the All-Star Practice and Media Day. Since Turner is now owned by AT&T, it puts NBA league sponsorship rights in the hands of an important NBA rights-holder when content has become a crucial ingredient in any sports sponsorship deal. Verizon, an NBA corporate patron since ‘15 and a brand with seven NBA team sponsorships, will remain a NBA content partner. It will focus on innovation, along with some content rights, until its current NBA deal expires (Lefton & Lombardo, THE DAILY).
PLANNING AHEAD: USA TODAY's Mike Snider notes the deal initially "involves marketing and AT&T's presence in NBA online, broadcast and live events, but the company and league plan to explore ways to transform NBA fans' experience watching in person, at home or on the go." AT&T VP/Media Services & Sponsorship Mark Wright said, "We will be working with the NBA as part of this deal to discuss what we can do together on an innovation front. That will have value for our customers, whether it’s 4K, virtual reality, mixed reality, just innovative ways to bring the game to life." AT&T owns DirecTV, which currently broadcasts some 4K games. Set to kick off its season in May, Wright said the WNBA is "an important part of (AT&T's) overall relationship with the league, so look for that during the next season." He added that AT&T is "particularly interested in connecting with the NBA's younger and more diverse audience." Wright: "They are tech-centric (and) ... socially-engaged. They are really involved. For us that really presents an opportunity to grow those relationships, the ones that we currently have with customers and the ones that we want to grow with customers" (USATODAY.com, 2/5).
