- Forbes, Tuesday, June 20, 2006 12:45 PM
Coca-Cola Co. and the National Basketball Association, marketing partners since 1986, have renewed and expanded their relationship in a deal that will result in several new initiatives designed to
publicize basketball and Coke to the youth market worldwide. In a joint announcement, the two organizations said they will create marketing programs with specific themes that will be delivered via
digital programming. Some of the projects will revolve around the partners' recent projects, including Destination Dunk, an interactive site on NBA.com; The Finals Real Time, which funnels photos and
text updates to ball fans' wireless phones; and iCoke China, which promises "exclusive opportunities" to its members in the teeming Asian nation. Meanwhile, Coke rival PepsiCo inked a multi-year deal
with the National Hockey League giving it exclusive North American rights in the beverage, sports beverage, bottled water, and snack categories, along with certain marketing and promotional rights.
One aspect of the deal might taste even sweeter to Pepsi: It's replacing Coca-Cola after the latter's 17-year run with a similar NHL deal.
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