Jeep Signs On as USA Basketball Sponsor
By TANZINA VEGA
A Jeep print ad featuring Chris Paul, a point guard for the Los Angeles Clippers and a finalist for the 2012 Olympic basketball team.
The United States Olympic program might not have picked its basketball team yet, but the team already has a full lineup of sponsors.
USA Basketball, the nonprofit governing body for basketball in the United States and organizer of the Olympic basketball team, will announce Jeep as its newest sponsor and the Jeep Wrangler the “official vehicle partner of USA Basketball.”
Jeep will introduce an advertising campaign, called “Power Within,” next Saturday. As part of the campaign, Jeep will introduce a vehicle, the 2012 Jeep Wrangler Unlimited Altitude.
The campaign will feature Chris Paul, a point guard for the Los Angeles Clippers and a finalist for the 2012 Olympic basketball team, as its spokesman. A television ad featuring Mr. Paul will include a voice-over and music by Common, and the tag line, “A legendary vehicle supporting a legendary team.”
Revenue from the partnership will be used to finance USA Basketball programs, including junior programs for boys and girls.
Some print ads and billboards featuring Mr. Paul and the Jeep have the headline, “Legendary Teams Live for the Road.” Digital elements of the campaign include a microsite, Jeep.com/USAB, which will include video interviews with Mr. Paul, a sweepstakes to win the new Jeep Wrangler, and live coverage of Jeep and USA Basketball events.
A kickoff party featuring Mr. Paul, Common and the D.J. Biz Markie was held Sunday in Los Angeles. In an interview, Jerry Colangelo, the USA Basketball chairman, described the partnership as “combining two great American brands, USA Basketball and Jeep.”
Ever since the Olympics began allowing professional players in the games, basketball has become one of the Games’ marquee events and a big draw for marketers. USA Basketball has 10 other sponsors, including American Express, Gatorade, Nike and Cisco Systems.
“Our role and job is not just to have someone sign an agreement with us,” Mr. Colangelo said of the corporate sponsors. “We want to help them achieve their objectives.”
Source: BLOG.NYtimes.com
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