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Sports gear major Adidas has reached a new multi-year
marketing partnership with the NBA and WNBA starting with
the 2002 WNBA season. This marks the second new partnership
deal inked by the NBA in the past five days.
This partnership provides Adidas with multiple avenues for
promoting its high performance basketball product, a segment
of the industry that has been a priority for the company in
recent years. The deal gives the company the ability to feature
NBA and WNBA stars in uniform throughout its advertising and
promotions provides adidas with authenticity as well as extending
the breadth for its marketing initiatives.
Adidas recently announced a lifetime endorsement deal with
the Orlando Magic's Tracy McGrady and maintains significant
endorsement deals with the Los Angeles Lakers' Kobe Bryant
and the Boston Celtics' Antoine Walker.
Under the new agreement, Adidas will promote its athletic
footwear through the NBA's integrated marketing assets. Adidas
will utilise their basketball endorsers in NBA and WNBA uniforms
in advertising and promotion in NBA and WNBA telecasts. In
India the programmes air on Star Sports. The website NBA.com
will also feature ads. Adidas will also participate in various
NBA events including NBA Jam Van, the league's interactive
traveling fan experience.
With 29 teams in the United States and Canada, NBA games and
related programming are broadcast to 210 countries in 42 languages.
WNBA programming is broadcast to 178 countries in 24 different
languages.
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