The National Basketball Association and The Coca-Cola Company have renewed and expanded their global marketing partnership to increase activities designed to connect with teens around the world.
Marketing partners since 1986, The Coca-Cola Company and the NBA will create themed promotions that will engage young people through unique digital programs. The initiatives will build upon the companies recent joint programs such as Destination Dunk, an interactive site on NBA.com; The Finals Real Time, which provides fans with photo and text updates to their wireless phones; and iCoke China, offering exclusive opportunities to its members in China.
“The Coca-Cola Company is an iconic global brand that has the capability and vision to jointly create unique programs to reach the common goal of maintaining and growing our relationship with teenagers around the world,” said Heidi Ueberroth, NBA Entertainment Executive Vice President.
“One of the things that makes our partnership with the NBA especially valuable is the great flexibility it offers in creating innovative marketing programs, particularly across emerging media,” said John Hackett, senior vice president, Marketing, Coca-Cola North America. “Like us, the NBA recognizes that there are many ways to communicate with people and that the landscape is changing every day. Our relationship offers the freedom to anticipate and adapt to new opportunities so that we are always on the leading edge.”
The Coca-Cola Company will be a marketing partner of NBA Europe Live presented by EA Sports, the league’s most extensive international event featuring four NBA teams conducting training camp and competing against European teams in seven cities in the Fall of 2006 and 2007.
Coca-Cola and Sprite will also conduct NBA-themed events, promotions and advertising in China, Canada and additional countries. Advertising will appear during international telecasts of NBA games and programming in 215 countries and 46 languages. In addition, the brands support NBA grassroots programs that encourage kids to play basketball in China, Germany, Hong Kong, Mexico, the Philippines and Africa.
