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as an NBA All-Star Advertising over next weekend's basketball games Feb 8, 2010 You could run a TV spot hawking your client's super crispy tacos.
This year, for example, first-year sponsor Taco Bell will send a bright purple truck around the city to hand out free tacos to NBA fans in town for the game. Three years ago, when the game was held in Las Vegas, adidas drew fans' attention by hanging gigantic NBA jerseys on statues outside the MGM Grand, including one on a Statue of Liberty replica and another on an oversized lion. Pictures of the stunt went viral online, giving adidas additional exposure. This year the NBA will get into the pregame hype by hanging street banners in cities across north Texas advertising the game and bearing a sponsor’s logo. The banners will be divided evenly among the league’s 30 sponsors. The bulk of sponsorship opportunities come at the weekend's pregame events. Dallas’ American Airlines Center will host NBA All-Star Saturday Night, which consists of a shooting contest between current NBA and WNBA players and NBA legends, the Taco Bell Skills Challenge, the Foot Locker Three-Point Shootout and the Sprite Slam Dunk.
Sponsorship is also available for Friday's Rookie Challenge, a game pitting the league’s best first- and second-year players against each other. This year, T-Mobile plans to hand out 5,000 magenta T-shirts to kids attending the contest, making the mobile phone company’s signature color visible in the stands throughout the arena. The NBA also offers a festival for fans called the NBA Jam Session, being held Thursday to Saturday this year at the Dallas Convention Center. It's sponsored by a single advertiser, and this year it's adidas. Current and former all-stars will be on hand to sign autographs and offer playing tips. There will be lots of NBA merchandise for sale, as well as a celebrity game, all-star practice and the developmental league all-star game.
Markets This year’s NBA All-Star Weekend takes place in the Dallas area, and next year’s event will be held in Los Angeles. NBA markets are Cleveland, Salt Lake City, Los Angeles, Orlando, Atlanta, Denver, Oklahoma City, Boston, Charlotte, San Antonio, Portland, Dallas, Phoenix, Miami, Milwaukee, Memphis, Chicago, Houston, Toronto, New Orleans, Philadelphia, Oakland, New York, Sacramento, Indianapolis, Washington, D.C., Detroit, Minneapolis and New Jersey. Numbers The league is hoping that 90,000 fans attend this year's game, which would smash the previous All-Star Game attendance record of 44,375 fans set in 1989. It would also shatter the all-time record for any basketball game, 78,129 for a college game between Michigan State and Kentucky at Detroit's Ford Field in 2003. The NBA expects another 90,000 to attend the NBA Jam Session, and the Friday and Saturday night events at American Airlines Center will attract up to 42,000. How it is measured The NBA uses event attendance and TV exposure time to estimate the value of its sponsors' media investments. What product categories do well Frequent advertisers include telecommunications, footwear, soda, fast food, retail, airlines, technology and auto. Demographics NBA fans are 60 percent male and 40 percent female, according to Scarborough Research. Thirteen percent of fans are ages 18-24, 19 percent 25-34, 20 percent 35-44, 19 percent 45-54, 14 percent 55-64 and 14 percent 65-plus. Ten percent of NBA fans have an average annual household income less than $25,000, with 18 percent between $25,000 and $39,999, 11 percent between $40,000 and $49,999, 18 percent between $50,000 and $74,999, 18 percent between $75,000 and $99,999, 14 percent between $100,000 and $149,999, and 10 percent at $150,000 or more. Making the buy Advertisers at NBA All-Star Weekend have season-long sponsorship deals with the league. When a brand approaches the league about specific sponsorship opportunities, such as All-Star Weekend, it can take from six to eight weeks to set up a deal. Sometimes the NBA approaches a brand it thinks would be a good fit for its audience. In that case, it generally takes longer to reach a deal, up to six months. All sponsorship agreements are for two or more years. Not surprisingly, the league and its advertisers are mum on the exact financial terms of their agreements. But sports marketing experts contacted by Media Life put the number at seven figures annually. Who will be at All-Star Weekend 2010 This year’s sponsors include T-Mobile, Taco Bell, Gatorade, Sprite, Foot Locker, Nike, adidas, Auto Trader, FedEx and HP. What they’re saying “All-Star Weekend happens to be one of the biggest pieces of our assets, the reason being it’s a place where a huge number of fans gather: avid, casual and those who are just interested because this is the one time of the year where the best players on earth are together. If you’re a company that wants to get to those fans, there’s not a better vehicle to be associated with.”– Mark Tatum, executive vice president of marketing partnerships at the NBA Web site info NBA http://www.nba.com NBA All-Star Game http://www.nba.com/allstar2010 Dallas Cowboys Stadium
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