ATLANTA -- The Coca-Cola Co. and the National Basketball Association Friday announced a three-year deal making Coca-Cola products the official soft drinks of the NBA.
The sponsorship, which is the first international agreement between the NBA and a soft drink company, grants Coca-Cola rights to use the NBA names, symbols, emblems, designs, uniforms and logos in advertising and promotional campaigns.
Previous promotions with the NBA and the company generally have been local executions between a bottler and particular player or team.
'Coca-Cola has been a valued partner of the NBA and many of its member clubs for several years,' said NBA Commissioner David J. Stern. 'We are gratified with the continued growth of this relationship and look forward to drawing on Coca-Cola's leadership position in worldwide marketing to enhance the NBA's presence both in this country and abroad.'
Promotional activities planned by Coca-Cola include sponsorship of the NBA Rookie of the Month and Year Program. Plans also include production of a new commercial to air in 1989 featuring Atlanta Hawks star forward Dominique Wilkins, already a company spokesman. Arrangements are being made for a Minute Maid Orange soft drink consumer sweepstakes and special activities surrounding the NBA All-Star Weekend in Houston, Feb. 10-12.
Additional exposure for Coca-Cola's Minute Maid Orange drink will come from national media buys on CBS and WTBS during regular season, All-Star, playoff and finals games, officials said.
Besides Dominique Wilkins, other NBA stars currently under contract to Coca-Cola are Michael Jordan and Isiah Thomas. Former NBA All-Star Julius Erving, an owner of the Philadelphia Coca-Cola Bottling Co., also is a spokesman for the company.
