AT&T Nets Marketing Deal with USA Basketball

Posted on by Chief Marketer Staff

Olympics sponsor AT&T has a new marketing deal with the USA Basketball Men’s National Team that promises to push video content to multiple platforms.

The deal for coverage during the upcoming 2008 Summer Olympics in Beijing enables AT&T to distribute video content through the AT&T blueroom (—where video clips are already available—and soon through AT&T’s U-verse VOD channel and its 3G wireless handset.

Current content in the blueroom includes scenes of the team selection, training camp and exhibition game highlights.

“The partnership has given us access to a lot of great content that we’re going to leverage across three screens,” said Jason Simpson, AT&T director of Olympic integration.

The USA Basketball team, featuring a squad of NBA stars, is among the biggest viewing draws of all the U.S. Olympic teams. But AT&T is targeting a younger fan demographic with its triple-screen distribution strategy.

“It definitely helps us in reaching youth,” Simpson said.

The time difference between China and the U.S. means that more consumers are likely to access those alternate screens, particularly the well-trafficked blueroom, to keep current with the basketball team’s games in Beijing. So the coverage will provide AT&T with an effective promotional platform for its services.

“It really showcases the power of the platform across three screens,” Simpson said. “It’s really anywhere anytime access for consumers.”

AT&T is promoting the availability of the content through an outreach program to all national teams and their membership. It’s also working with bloggers and groups that have an interest in the USA teams.

The communications giant sponsors 30 of the U.S. Olympic squads, including the gymnastics, track and field and swimming teams.

AT&T also recently announced a deal with several high-profile music artists, including Sheryl Crow, 3 Doors Down and Lady Antebellum to produce tunes the U.S. team could train to. Downloads of the music will be available to consumers, with the price going to support Team USA.

It has also had a “Tips and Training” program, offering advice from U.S. Olympic athletes, accessible on the blueroom for the past several months.

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