• Brandweek, Wednesday, December 14, 2005 11:45 AM

The National Basketball Association has chosen Sirius Satellite Radio as an official marketing partner. In a new, multiyear deal that expands on a similar one inked in 2003, the pay-radio service will broadcast a multi-tiered package of NBA-related content including NBA Radio on Sirius, a 24/7 channel devoted to the NBA featuring content from NBA TV, as well as specialized programming heard only on Sirius.

Sirius will also conduct NBA-themed advertising and promotions with the NBA logo, NBA Radio on Sirius logo, and 30 team logos through NBA media assets and at the NBA store in New York and the NBA.com Web site, which will list Sirius' NBA programming schedule. Sirius will have a presence on NBA TV and in other NBA media outlets. The NBA was the first major professional sports league to air games on Sirius. Since then, Sirius has inked deals with several other sports leagues such as the National Football League and Nascar.

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