Sponsorships: Wrigley’s Announces Deal With NBA - Event Marketer

Sponsorships: Wrigley’s Announces Deal With NBA

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Wrigley’s is bringing five of its chewing gum brands together under one umbrella deal that will make the company—and its brands—the category sponsor for the NBA.  As such the five brands—Big Red Doublemint Juicy Fruit Winterfresh and Wrigley’s Spearmint—will share status as the official chewing gum of the NBA.
The multiyear deal kicks off this summer with the NBA Jam Van mobile tour. Paul Chibe Wrigley’s vp-U.S. marketing told Buzz that the company will leverage its presenting sponsorship of the tour with sampling efforts and other on-site promotions. Other sponsorship activities are in the works. “We intend to develop the sponsorship in as many ways as possible including advertising promotions packaging and online content ” Chibe said. “It will take some time before consumers see all the elements come to life.”


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