NEW YORK, Jan. 21 –
RadioShack Corporation (NYSE: RSH) and the NBA have reached a new multiyear marketing partnership in which the company has been named the Official Consumer Electronics Retailer of the NBA.
The league sponsorship enables the national consumer electronics specialty retailer to conduct NBA-themed national advertising and promotions, as well as the creation of a new All-Star Saturday Night event, the RadioShack Shooting Stars, bringing together current and former male and female basketball stars for a unique basketball shooting competition.
As the Official Consumer Electronics Retailer of the NBA, RadioShack will conduct promotions around key events such as the NBA All-Star Game and NBA Playoffs at its more than 7,000 stores across the country and through its Web site, RadioShack.com.
RadioShack’s marketing and advertising initiatives will include prominent RadioShack celebrity spokesperson and perennial NBA All-Star
Shaquille O’Neal, while RadioShack branding will be fully integrated throughout NBA.com, NBA TV programming and nationally televised NBA games.
The first ever RadioShack Shooting Stars will be a marquee event at this year’s NBA All-Star Saturday at the STAPLES Center on Feb. 14, 2004. The event will feature four teams, each consisting of an NBA player, WNBA player and NBA legend in a shooting competition. This unique event will be a highly visible opportunity to expose RadioShack and its products to millions of NBA fans.
“We’re delighted to form this new partnership with the NBA, both as its official consumer electronics retailer and as an All-Star sponsor, because it provides us with a valuable platform from which to showcase RadioShack and its unique value proposition in front of our core family target audience,” said RadioShack Senior Vice President and Chief Brand Officer Jim McDonald.
“Following the great success we’ve had with NBA superstar Shaquille O’Neal as one of our celebrity spokespeople, our NBA partnership will create tremendous promotional opportunities for us throughout the year as we strive to deliver to our brand position that the friendly, knowledgeable people at neighborhood RadioShack stores have the answers to American families’ wants and needs.”
“RadioShack’s more than 7,000 retail outlets provides us with a new opportunity to reach our fans with innovative promotions in virtually every neighborhood in the country,” said NBA Executive Vice President Heidi Ueberroth. “We look forward to working with RadioShack to utilize each organization’s unique assets and bring an exciting new event to NBA fans around the world.”