The National Basketball Association and The Coca-Cola Co. announced Monday
that they have signed a new four-year strategic-alliance agreement.
The deal, which is effective this season, will 'reinforce the strong [global]
partnership between the two organizations that dates back to 1986,' the
companies' joint announcement said.
The marketer's Sprite soft-drink brand will support the NBA and the National
Basketball Development League, while its Diet Coke and Dasani brands will back
the Women's National Basketball Association.
Moreover, Coke will increase its marketing activity in conjunction with the
next NBA All-Star Game, scheduled for February in Atlanta, Coca-Cola's
The marketer also 'will possess new opportunities for media commitments' in
NBA, WNBA and NBDL national games due on the broadcast and cable networks of The
Walt Disney Co. and AOL Time Warner Inc.
And the Coke/NBA pact will result in more interactive
options linking NBA.com with the national telecasts, along the lines of the Sprite-sponsored 'NBA
Fantasy Live' earlier this season on TBS Superstation and Turner Network
The latest deal will lead to more international
promotions and sponsorships for Coke, which has conducted Sprite- and NBA-themed
promotions in some 65 countries and sponsored NBA international broadcasts
spanning 210 countries.