Schick NBA Sponsorship
Not only is Schick the NBA’s longest running national sponsor (16 years), but Schick and NMG have been together just as long. In all of those years, NMG and Schick have developed many creative and impactful marketing programs to support their NBA platform.
The 1999-2000 Schick rookie platform was the crux of the Schick/NBA relationship. Schick leveraged their relationships with several national media partnerships for a powerful integrated marketing platform.
Schick continued to sponsor the Schick Rookie of the Year Award and the NBA Draft and had a major presence during the NBA All-Star Weekend with the Schick Rookie Game. Last year, the Schick Rookie Challenge was a stand-alone as a televised event on TNT on All-Star Saturday afternoon featuring the top rookies of 1998 versus the best of 1999 in a 48-minute full-court game.
To support the many elements of the multi-leveled marketing platform, NMG negotiated deals for five rookies to serve as the 1999-2000 Schick NBA Rookie Spokesteam. The squad included: Elton Brand (Chicago), Baron Davis (Charlotte), Lamar Odom (LA Clippers), Wally Szczerbiak (Minnesota) and Andre Miller (Cleveland).
The players were used individually, and as a group, in advertising, point-of-sale, promotions and by making personal appearances. In addition, NMG extended Schick’s relationship with former Schick spokesman, Tim Duncan. The 1997-98 Schick NBA Rookie of the Year was integrated into promotions with the spokesteam to represent a former rookie who has achieved success.
The centerpiece of the 1999-2000 Schick NBA marketing program was the Schick Rookie Report. Through media partnerships with Sports Illustrated, TNT, TBS and NBA.COM, Schick used the Report to offer insight, profiles and updates on the 1999-2000 NBA rookie class. Schick, and specifically the Schick Rookie Report, were prominent on all rookie content on NBA.COM, while proprietary rookie content was also produced for SCHICK.COM.
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CASE STUDIES
• LaserOne
• IBM/NBA
• Mennen Speed Stick NHL Sponsorship
• 1-800 COLLECT Minor League Baseball
• Bubblicious Baseball Brigade
• Lotus-College Football |
