Coke, NBA Expands Marketing Alliance
Coca-Cola and the National Basketball Association have expanded their global marketing partnership to build on interactive promotions designed to connect with teens worldwide.
The NBA and Coke, which have been marketing partners since 1986, will create themed interactive promotions that will build on the companies’ recent joint programs including Destination Dunk, an interactive site on NBA.com, the Finals Real Time, an program that gives fans photo and text updates on the cell phones and Coke China, which offers exclusive opportunities to members in China. Financial terms of the deal were not disclosed.
As part of the deal, Coke also will be a marketing partner of NBA Europe Live presented by EA Sports. The international event will feature four NBA teams in training camp that are competing against European teams in seven cities in the fall of 2006 and 2007.
Coke and Sprite will conduct NBA-themed events, promotions and advertising in China, Canada and other countries. Ads will appear during NBA games international telecasts and in programming across 215 countries and 46 languages.
