With the NBA playoffs under way, the league’s corporate patrons are lining up to activate their sponsorships.
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Scottie Pippin (left) and Walt Frazier got a Toyota
promotion with the title trophy rolling. |
Mark Tatum, NBA senior vice president of marketing partnerships, said this year’s crop of postseason marketing programs is bigger and more comprehensive than ever.
Toyota tipped things off last week with a program that will see the NBA championship trophy travel to five stateside U.S. military bases.
T-Mobile has a “Path to the Playoffs” contest that offers fans the opportunity to sit courtside at a playoff game. Entrance is through T-Mobile’s approximately 1,200 storefronts or online. The cell carrier’s Vince Carter TV ad also will be tagged to support the contest, and T-Mobile will break another NBA-themed TV ad during the playoffs. In 10 playoff markets, T-Mobile also will do grassroots street marketing.
Anheuser-Busch is producing NBA playoff bracket point-of-sale materials for its retailers and will push its brands further by sponsoring “Bud Light Overtime” parties at restaurants and bars.
On NBA.com, A-B sponsors a broadband video feature “Bud Light Defining Plays of the Playoffs.” Gatorade has a “Pick & Roll” bracket game on NBA.com.
During May, Sirius Satellite Radio will be broadcasting live from the NBA Store in New York City. RadioShack, a Sirius retailer and NBA sponsor, ties in with its iconic “Red Chair” taking a seat in the NBA Store’s Fifth Avenue window.
Nike will launch additional TV creative with LeBron James, while Adidas is using the playoffs to launch its new “Intelligent Shoe.” Nokia is taking an ad in the USA Today NBA Playoff special section and is presenting sponsor for the Playoff Finals section on NBA.com. Southwest Airlines will reprise its “Shoot For Hope” program to give families who have stayed at Ronald McDonald Houses the opportunity to experience NBA playoff games and meet the players. McDonald’s support is also via NBA.com: “The Arch Performance of the Week.”
Lamisil will sponsor a sweepstakes with Walgreens. Nestle has an online basketball game that includes playoff rewards.
Coke, which used the NBA to relaunch Sprite, is again repositioning Sprite in what’s being referred to as a “refreshing.”
Reebok will stage a promo at retailer Hat World, offering an NBA Finals trip, while Wheaties has a TV ad with Phoenix’s Steve Nash and will do its commemorative box with the championship team.
