The new agreement will see an increase in 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 programmes’.
The initiatives will build upon the companies' recent joint promotions 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.
Heidi Ueberroth, NBA Entertainment executive vice president: “The Coca-Cola Company is an iconic global brand that has the capability and vision to jointly create unique programmes to reach the common goal of maintaining and growing our relationship with teenagers around the world.”
Said John Hackett, senior vice president, marketing, Coca-Cola North America: “One of the things that makes our partnership with the NBA especially valuable is the great flexibility it offers in creating innovative marketing programmes, particularly across emerging media.
“Like us, the NBA recognises 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.”
Coca-Cola has renewed and extended its global marketing partnership with the NBA.
