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NBA joins Sprint in new multiyear marketing partnership

By press release
Posted Dec 14 2011 3:12PM

The NBA and Sprint (NYSE: S) on Wednesday announced a comprehensive multiyear marketing partnership that will make Sprint the Official Wireless Service Partner of the NBA.

As part of the partnership, Sprint will reach the broad and passionate fan base of the NBA through a wide array of assets, including marquee league events, television and digital exposure, and customized NBA mobile content for its customers.

A key element of the Sprint - NBA partnership is the development of a new custom app called "Sprint NBA Mobile" that will be the most comprehensive app in the marketplace for NBA fans. The app will include access to in-game and post-game video highlights, news, scores, stats, live home and away radio broadcasts, in addition to providing direct access to live ESPN NBA Games via Sprint TV's ESPN Channel. "Sprint NBA Mobile" will be available on Android phones exclusively to Sprint customers by the tipoff of the season and will be offered at no additional cost with unlimited usage with an Everything Data Plan. The "Sprint NBA Mobile" app will also be updated with additional elements over the course of the season.

"Only Sprint delivers the NBA without limits to fans with truly unlimited plans, so fans can watch and listen to live games from their phones or check scores and stats as much as they want without worry," said Dan Hesse, Sprint CEO.

"NBA fans are leading an increasingly mobile lifestyle, which makes Sprint an ideal partner to help them connect with our game at anytime, from anywhere," said NBA Commissioner David Stern. "We look forward to working with Sprint to provide fans with unlimited access to the NBA, beginning with the launch of the new, jointly developed Sprint NBA Mobile application."

Fans looking to get even more NBA live action will be able to purchase NBA LEAGUE PASS MOBILE through the Sprint NBA Mobile app at an exclusive 20 percent discount off the subscription fee for Sprint customers only. NBA LEAGUE PASS MOBILE will offer up to 40 out-of-market games per week.

Sprint will also unveil a marketing campaign to support the partnership with broadcast and digital elements that show how Sprint's Unlimited data plan provides its customers with access to the NBA through the Sprint NBA Mobile app.

Sprint will serve as the presenting partner of digital promotion for Christmas Day games and will also be the presenting partner of the NBA All-Star Balloting program, which allows fans globally to vote to determine the starters for the NBA All-Star Game. It will also be the title partner of the NBA All-Star Celebrity Game and the NBA All-Star Pre-Game Concert, held prior to the NBA All-Star Game. Sprint will be an associate partner of NBA All-Star Jam Session, and the presenting partner of the NBA All-Star E-Recycling event, an electronic waste collection and recycling event. In addition to Sprint's involvement with NBA All-Star activities, it will also be an associate partner of the NBA Draft and the presenting partner of NBA Green Week.

Also as part of this partnership, Boost Mobile recently became the first marquee partner of the WNBA and the league's Official Wireless Service Partner. As the marquee partner of the WNBA, Boost Mobile is the league's most prominent marketing partner and is tied closely to the WNBA brand on a national level. Beginning in the middle of last season and continuing through the rest of the partnership, the Boost Mobile brand is prominently featured on the front of the game jerseys throughout the league, marking the first time the WNBA has had a league partner with jersey branding with multiple WNBA teams throughout the season other than adidas, the league's official outfitter.

Boost Mobile is also now the Official Wireless Service Partner for the NBA D-League. Boost Mobile this year was the presenting partner of the Boost Mobile NBA D-League National Tryouts that took place in Chicago, Louisville, and L.A. A total of 18 players, out of several hundred who had participated in the Boost Mobile NBA D-League National Tryouts, were then selected in the NBA D-League Draft Powered by Cisco in November.

For more information about the Sprint -- NBA partnership go to www.sprint.com/nba.

About Sprint

Sprint Nextel offers a comprehensive range of wireless and wireline communications services bringing the freedom of mobility to consumers, businesses and government users. Sprint Nextel served more than 53 million customers at the end of 3Q 2011 and is widely recognized for developing, engineering and deploying innovative technologies, including the first wireless 4G service from a national carrier in the United States; offering industry-leading mobile data services, leading prepaid brands including Virgin Mobile USA, Boost Mobile, and Assurance Wireless; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone. The 2011 American Customer Satisfaction Index showed Sprint is the #1 most improved company in customer satisfaction, across all industries, over the last three years. Newsweek ranked Sprint No. 3 in its 2011 Green Rankings, listing it as one of the nation's greenest companies, the highest of any telecommunications company. You can learn more and visit Sprint at www.sprint.com or www.facebook.com/sprint and www.twitter.com/sprint.

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