NBA, Wheaties Announce Package Promotion
Posted Mar 4 2003 11:03AM
DVD available free as part of Wheaties banded pack
NEW YORK, March 4 -- Today at the NBA Store the National Basketball Association and Wheaties announced a new package promotion, marking the first in a series of consumer offerings that will feature NBA and WNBA-themed Wheaties boxes over the course of the next two seasons.
The first Wheaties package promotion, which was unveiled today by NBA legend Willis Reed, is a banded pack featuring two 12-ounce Wheaties cereal boxes packaged with the "Greatest NBA Finals Moments" DVD, free with purchase. The back of the box includes "The Making of a Champion" story and images of Kevin Garnett -- the Minnesota Timberwolves forward and 2003 NBA All-Star Game MVP.
"With some of the most recognizable athletes in the world, the NBA is one of the hottest leagues in sports, and we are excited to team with them to create a new series of appealing packages and consumer offers," said Brian Kittelson, Wheaties Marketing Manager. "We are also eager to bring WNBA packages to the marketplace, which will open us to that league's very passionate fan base."
"The cover of the Wheaties box is one of the most coveted spaces for a consumer promotion," said Mark Tatum, NBA Senior Director, Marketing and Media Group. "These promotional boxes will put the NBA and WNBA in front of millions of fans in supermarkets and convenience stores around the country."
With 29 teams in the United States and Canada, NBA games and related programming are broadcast to 212 countries in 42 languages. The NBA is a recognized leader in sports marketing currently maintaining its longest-ever list of fully integrated domestic and global marketing partnerships with the most recognizable brands in the world. NBA players are the most recognizable and successful product endorsers with up to 70 players being used in national or international promotions this season.
Wheaties began its association with sports in the mid-1930s with a sign on the left field wall at Nicollet Park near downtown Minneapolis. General Mills' broadcast deal with the minor league Minneapolis Millers on WCCO Radio included the large signboard that Wheaties would use to introduce its new ad slogan: "Wheaties -- The Breakfast of Champions." From that rather humble beginning, Wheaties has built a heritage that includes many of the greatest athletes of all time. Learn more at www.wheaties.com.