NBA Links With AT&T

The NBA has changed the telco partner in its sponsorship portfolio. AT&T is replacing Verizon as the lead sponsor in the wireless telecom category in a new deal launching at the NBA Slam Dunk Contest on Feb. 17 during the All-Star Weekend in Charlotte.

The multiyear official marketing partnership will focus on creating “enhanced experiences” for fans across the whole gamut of NBA properties, including the, WNBA, NBA G League and NBA 2K League as well as USA Basketball.

The aim is to develop marquee NBA moments, events, community involvement opportunities and technology innovations for fans, bringing them closer to the game through 4K, virtual reality, mixed reality and other immersive technologies.

“We are thrilled to collaborate with one of the world’s leading communications and technology companies, with a slate of activities tipping off during NBA All-Star,” said Dan Rossomondo, NBA Senior Vice President, Media and Business Development (a frequent participant in iSportconnect events). “AT&T will help create unique experiences for the diverse fan bases represented across all of our leagues.”

“We look forward to working with one of the most iconic leagues in the world, deepening our connection with basketball fans who represent increasingly young, diverse, tech-centric and socially engaged audiences that are important to our company,” said Fiona Carter, Chief Brand Officer, AT&T Communications. “Connecting with these audiences through a great brand like the NBA allows us to grow customer relationships and create more memorable experiences at a game, at home, or on the go.”

Throughout the partnership, AT&T will be integrated into NBA assets such as NBA.com and the NBA app, along with national broadcast partners ABC, ESPN and TNT.