• Promo, Tuesday, August 17, 2010 10:46 AM

Jamba Juice CMO Susan Shields chats with Patricia Odell about the brand's first professional sports league relationship -- a deal with the Women's National Basketball Association that kicked off last week to tie the brand to fitness and healthy nutrition. Tips will be provided at events and in arena signage and there will be several fan promotions and WNBA player appearances at select Jamba Juice retail locations.

"We hope that this relationship will help change the way people think about getting fit -- that it doesn't have to be a chore, it can actually be fun, and the foods you can eat can actually taste good'" she says. The WNBA, according to Shields, is a perfect fit because it shares Jamba's commitment to promoting an active lifestyle.

The campaign will also promote the Jamba Jump Program that encourages youth to jump rope. Launched last winter, it broke the Guinness World Record for the most people jumping/skipping rope at the same time.

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