NBA Expands Marketing Partnerships for European Tour
The NBA Europe Live 2008 tour has an aggressive game plan with an expanded roster of 27 marketing and promotional partners, including more European partners, for the league’s pre-season exhibition games and grassroots events.
The four-game exhibition schedule features the Miami Heat, New Jersey Nets, New Orleans Hornets and Washington Wizards in pre-season contests in Barcelona, Berlin, London and Paris. The number of companies and corresponding financial support represent a watershed for the National Basketball Association in its third European pre-season campaign.
EA Sports reprises its role as presenting sponsor. Adidas, Coca-Cola, Spalding, Champion, American Airlines, Carey, Hannspree, and viagogo lead the list of marketing partners for the tour’s duration, along with local partners Banco Sabadell, Cisco, Greece Tourism, HRG, KFC, T-Mobile, LVCVA and SFR. Promotional media partners The Sun, Der Tagesspiegel, El Mundo Deportivo, 20 Minutes, Absolute Radio, London Lite, Marca, NRJ Radio, Rac 1/Rac 105 and Radio Energy will provide coverage for the tour.
“We’re fortunate to have a number of blue chip companies on board,” said Sophie Goldshmidt, NBA Europe vice president for marketing partnerships and development. “We feel good about having local brands on board, as well to be able to promote the tour in a broader way.”
This year’s pre-season tour will include broadcast television coverage of all exhibition games. The NBA also has a new multi-year pact in place with Madrid-based mobile phone company ZED, which will carry NBA content in 20 countries in Europe and Asia, including regular season NBA highlights.
Among the new grassroots events is NBA Central Court outside of the National Theatre in London, featuring NBA players from the touring teams, members of the UK national squad and wheelchair players interacting with fans. More than 20 themed events are planned, including a “You vs. EA Sports Crew” competition pitting NBA players and international soccer stars playing “NBA Live 09” and “FIFA 09” video games against fans.
San Antonio Spurs guard Tony Parker, featured on the cover of NBA Live 09, participated in the EA Sports competition with fans in Paris last week, and will be among the players at the event in London on Oct. 11.
The NBA Jam Van is making its first tour of the continent in a 19-city swing expected to reach 1 million fans. The NBA’s grassroots five-on-five basketball tournaments will be staged in six cities, up from three last year.
NBA merchandising in the region has doubled over the past five years to include 60 licensed partners in 16,000 retail locations. NBA merchandise sales in Europe have increased by 40% this year over last year. Total NBA merchandise sales abroad hit $430 million last year, representing more than 20% of all league merchandise revenue.
