This week’s NBA All-Star Game in New York will see a level of promotion and activation from the league’s partners greater than anything seen previously for the event.
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Kumho, the NBA’s official tire, is launching a promotion with train wraps. Other signs that the game is in town include All-Star MetroCards and taxi toppers featuring Diageo’s Cîroc.
Photo by: DAVID DOW / NBAE / GETTY IMAGES
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Sponsors with significant out-of-home advertising planned for New York City include Adidas, Cisco, State Farm, Diageo’s Cîroc brand and Sprite. In addition, Kumho, the official tire of the NBA, is launching a promotion featuring New York Knicks star Carmelo Anthony with a subway station takeover, train wraps and animated billboards.
Retail activations are being planned by Adidas, Foot Locker, Under Armour and Harman/JBL. For Foot Looker, it is teaming with Nike for a 5,100-square-foot House of
Hoops retail location, adjacent to Madison Square Garden.
NBA sponsors activating during All-Star week for the first time include Degree, Harman/JBL, Kaiser Permanente and H&R Block.
Other planned activation highlights:
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■ Nike’s celebration of Jordan Brand’s 30th anniversary.
■ Kia awarding a Sorento car to the All-Star Game MVP.
■ Gatorade’s 200-team Battle of the Boroughs youth basketball tourney.
Harman/JBL is the presenting partner of this
{podcast}
SBJ Podcast:
NBA writer John Lombardo and Executive Editor Abraham Madkour talk about this week's NBA All-Star Game, its prospects in New York and the challenges involved.
year’s NBA Entertainment Series, which includes the pregame and halftime performances for the All-Star Game on Sunday night. BBVA Compass is the presenting sponsor of the NBA House entities in Brooklyn and Manhattan. State Farm Insurance is employing 100 NBA “ambassadors” to assist fans and guests in getting around the city. The insurer will back that effort with a social media command center at the NBA House in Manhattan.
Sponsors introducing TV creative during All-Star Weekend include Adidas, Nike, Under Armour, BBVA Compass, Gatorade, Sprint and Foot Locker.
Foot Locker’s new spot will tout the debut of the Damian Lillard signature shoe by Adidas. Other new TV creative is expected from Boost Mobile, Degree and Kia.
Both the Brooklyn Nets and the New York Knicks will be hosting their own All-Star events, with the Nets partnering with Levy Restaurants to host a food-tasting event featuring concessions from other NBA teams. The Nets also are dispatching a customized food truck throughout the city. Separately, the Nets are hosting a spin class for 150 select guests at the Barclays Center on Saturday.
“It is about celebrating the sport of basketball in a dominant fashion, and you have to do it in a big way to break through,” said Brett Yormark, chief executive officer of the Nets.
Similar to what the New York Jets did during the Super Bowl in New York last year, the Knicks are taking over a local restaurant across the street from the Garden and turning it into a Knicks-themed destination, with JPMorgan Chase as the presenting sponsor. The Knicks also are holding a team night at the NBA House in Manhattan for team partners and season-ticket holders on Wednesday.
“We are excited to host these two unique experiences during NBA All-Star,” said Joel Fisher, executive vice president for Knicks parent MSG Sports. “I was here in 1998 when we hosted the game last time and have seen how it has grown. It is incredible the size of this event.”
