AutoTrader.com has signed a multiyear renewal of its partnership with Turner Sports and the NBA. The deal makes the online auto marketplace presenting sponsor of “NBA on TNT Premiere Week presented by AutoTrader.com,” “TNT NBA Tip-Off presented by AutoTrader.com,” and all NBA TV pre-game shows, per the company.
As presenting partner of “NBA on TNT Premiere Week presented by AutoTrader.com,” the online auto marketplace will back four regular-season games. And overall, the partnership with TNT and NBA TV gives the company exposure on more than 200 combined NBA games during the 2014-15 season, including programming during the pre-season, regular season, NBA All-Star 2015, and NBA Playoffs, per a statement about the deal.
Jessica Stafford, VP of consumer marketing for Cox Automotive, owner of AutoTrader, said in a statement that the partnership gives the brand a boost via brand integration and direct site traffic, which she said has hit records every year of the sponsorship during NBA All-Star.
AutoTrader, in the release, says it is in its tenth year as presenting partner of “TNT NBA Tip-Off presented by AutoTrader.com,” featuring Ernie Johnson and analysts Hall of Famer Charles Barkley, two-time NBA champion Kenny Smith, and four-time NBA champion Shaquille O’Neal. To celebrate the decade-long sponsorship, AutoTrader and Turner Sports are also teaming up to produce a new linear and digital franchise called “Celebrating 10 Years.”
The series takes a nostalgic look at top moments from the past 10 seasons of the “TNT NBA Tip-Off presented by AutoTrader.com” program. The content will live on an AutoTrader branded NBA.com site, paired with other branded content like “All-Star Drive presented by AutoTrader.com” and the “Drive to the Finals Fantasy Game.” AutoTrader says social promotion and customized promotional spots airing within the tip-off shows will drive viewers to the NBA.com destination.
Plus, AutoTrader.com will return as an advertising partner during NBA game broadcasts on both TNT and NBA TV, and AutoTrader.com will pair the "Tip-Off" show with a charitable program, wherein the hosts show their basketball knowledge this season. During the weekly “All-Star Drive presented by AutoTrader.com” contest, Johnson, Barkley, O’Neal, and Smith will each select one player they believe will have an all-star performance. The analyst with the highest score -- based on a cumulative total of points, assists, and rebounds by the player -- will choose a charity and AutoTrader.com will donate a car to that charity.
With “Drive to the Finals presented by AutoTrader.com,” fans who participate will select one NBA player they believe will put together the best individual performance each night. The fan who accumulates the most points throughout the playoffs will receive $25,000 towards the purchase of a car listed on AutoTrader.com.