NBA, AT&T Sign Multi-Year, Multi-Platform Alliance To Enhance Fan Experience
Tuesday, February 5, 2019 at 11:34AM in AT&T, NBA, NBA, NBA All-Star Game, sports marketing, telecom

By Barry Janoff

February 5, 2019: The NBA has signed a multi-year, multi-platform deal with AT&T that will encompass the WNBA, NBA G-League, NBA 2K League and USA Basketball.

The alliance, in which AT&T replaces Verizon — a NBA partner since 2015 — as the league’s lead telecommunications partner, gets its first public showing next week.

AT&T will activate during the NBA All-Star Game and pre-events in Charlotte, including in all arenas and during State Farm All-Star Saturday Night and NBA Crossover.

In particular, AT&T will be title partner for the  AT&T Slam Dunk as well as the presenting partner of NBA All-Star Practice and Media Day.

Financial terms of the pact were not shared.

Verizon will remain with the NBA under its current pact, which expires after the 2019 season, as a “content provider” and will retain its association with seven NBA teams.

The league said that throughout the partnership, AT&T would have presence with national broadcast partners ABC, ESPN and TNT; and on NBA assets such as NBA TV, and the NBA app.

AT&T will also be an official partner of the NBA Draft presented by State Farm, Jr. NBA Global Championship, MGM Resorts NBA Summer League and NBA Mexico Games.

“We are thrilled to collaborate with one of the world’s leading communications and technology companies, with a slate of activities tipping off during NBA All-Star,” Dan Rossomondo, NBA svp-media and business development, said via the league.

“AT&T will help create unique experiences for the diverse fan bases represented across all of our leagues.”

Both sides said that the “wide-ranging agreement will allow the NBA and AT&T to develop marquee NBA moments, events, community involvement opportunities and technology innovations for fans.”

AT&T said it would ”explore ways to bring fans closer to the game through next-generation content experiences that may utilize 4K, virtual reality, mixed reality and other immersive technologies.”

The telecom company also said that its “commitment to diversity and inclusion in its workforce, and to accurately portraying women in its advertising and content, make it the perfect marquee partner of the WNBA beginning with the upcoming 2019 season.”

According to Fiona Carter, chief brand officer, AT&T Communications, “We look forward to working with one of the most iconic leagues in the world, deepening our connection with basketball fans who represent increasingly young, diverse, tech-centric and socially engaged audiences that are important to our company.

“Connecting with these audiences through a great brand like the NBA allows us to grow customer relationships and create more memorable experiences at a game, at home, or on the go.”

NBA All-Star Saturday Night presented by State Farm will take place in the Spectrum Center on Feb. 16 (TNT). The NBA All-Star Game is the next night (TNT).

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