American Express announced today it will create a new advertising campaign featuring NBA and WNBA players that will begin during the 2002-03 NBA season.
The new ads, part of American Express’ recently introduced Make Life Rewarding campaign, are an element of a new multi-year extension with the two leagues.
In addition, American Express will continue to be the Official Credit Card of the NBA and WNBA. American Express has been an NBA partner since 1995 and a WNBA partner since its inception in 1997.
‘Many of our Cardmembers are NBA and WNBA fans,’ said John Hayes, executive vice president, Global Advertising and Brand Management at American Express. ‘By continuing our relationship with both leagues, we reinforce the importance of our Cardmembers’ interest in these dynamic and energetic sports.
‘This particular agreement will allow us to communicate the benefits of being an American Express Card member in an entertaining way with a league that is growing in global popularity.’
‘American Express is one of the world’s outstanding brands,’ said NBA Commissioner David Stern. ‘We are gratified by the confidence they are expressing in the NBA, first though the multi-year extension of our relationship and, second by taking the further step to use our NBA and WNBA players in their advertising.’
American Express has included a number of notable NBA players, coaches and legends in promotional campaigns in the past. The new advertising campaign will run nationally in and out of NBA television programming as well as across the leagues’ array of media properties including NBA.com and WNBA.com, NBA TV, international broadcasts and print publications.
More than 20 active NBA players are currently featured, or have been recently, in national or international advertising and promotional campaigns by companies in a wide range of categories.
According to a recent survey of the general population, when asked to name the best athlete to endorse a product, four of the top five athletes identified were NBA players (ESPN Sports Poll, Full Year 2001).
As part of the new advertising campaigns, American Express branding will be present at key points of purchase at The NBA Store in New York City, The NBA Store on NBA.com and NBA City in Orlando and Cardmembers will enjoy special promotions that will be offered during the year.
The renewal with American Express is the fourth partnership announcement since the end of the regular season for the NBA having renewed its agreement with The Coca-Cola Company as well as added new partnerships with The LEGO Company and adidas.
With 29 teams in the United States and Canada, NBA games and related programming are broadcast to 210 countries in 42 languages. The NBA is one of the most popular and profitable sports or entertainment properties in the licensing world with NBA league and team products in stores across the globe, on the NBA Store on NBA.com, the NBA Store on Fifth Avenue in New York City, and NBA City in Orlando.
The NBA is a recognized leader in sports marketing maintaining a strong roster of fully integrated domestic and global marketing partnerships with the most recognizable brands in the world.
The WNBA tipped off its sixth season on May 25 during Memorial Day weekend. The WNBA concluded the 2001 season by crowning a new champion for the first time in league history and recording the 10 millionth fan to attend a game since the league’s inception.
During the 2001 season, more than 2.5 million fans attended WNBA games, the most ever, and for the fifth straight season, WNBA regular season attendance averaged more than 9,000 fans. The league’s combined local, national and international television coverage reached nearly 60 million fans. WNBA programming is broadcast to 178 countries in 24 different languages.
American Express Company is a diversified worldwide travel, financial and network services company founded in 1850. It is a leader in charge and credit cards, Travelers Cheques, travel, financial planning, investment products, insurance and international banking.
For further information please contact:
Laura Traynham
Tel: +1 212 407 8095
Fax: +1 212 407 7919
email: ltraynham@nba.com
visit: www.wnba.com