LifeLock Teams With Michael Jordan's Team In Marketing Deal

April 21, 2010: LifeLock, which provides identity theft protection systems, has signed a multi-year marketing partnership with Bobcats Sports & Entertainment, which operates the NBA's Charlotte Bobcats and Time Warner Cable Arena. Financial terms were not disclosed.

Michael Jordan last month became the majority owner of the NBA franchise. Other team marketing partners include US Airways, Gatorade, Coca-Cola, Anheuser-Busch and Lowe's.

Under terms of the deal, LifeLock entitlements include branding and logo placement in the arena’s main box office lobby, signage within the arena, radio ads during Bobcats game broadcasts and digital presence at the Bobcats and Time Warner Cable Arena Web sites.

In 2009, the Phoenix Mercury and LifeLock entered into a multi-year marketing partnership to launch the firstbranded jersey in WNBA or NBA history, putting the LifeLock logo on the front of Mercury players' game and warm-up uniforms. The NBA has since put logos on its practice jerseys but has not yet moved that to actual game jerseys.

LifeLock this month named McCann Erickson West, Los Angeles, as its agency of record for U.S. advertising.

“Our partnership with LifeLock enables us to direct the marketing efforts that raise awareness about an important cause – consumer protection from identity theft,”  Fred Whitfield, BSE president and COO, said in a statement. “We believe this alliance between our organization and the leader in the identity theft protection field will help our fans and patrons protect themselves from this growing crime.”

According to Todd Davis, LifeLock chairman and CEO, “We have been in discussions with the Bobcats for quite some time and we have created a strategic program that will help LifeLock with both direct-to-consumer and business-to-business objectives. The Bobcats’ organization offers a unique opportunity to assist LifeLock in establishing key strategic partnerships, as well as educate consumers on the risks of identity theft and how LifeLock can help protect them.”

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