Wednesday
Sep222010

Pepperidge Farm Renews With NBA, Dwyane Wade Gets New Teammates

A new sweepstakes from Pepperide Farm's Goldfish brand offers a trip to the 2011 NBA All-Star Game.September 21, 2010: Dwyane Wade recently made national headlines when he was joined on the NBA's Miami Heat by newcomers LeBron James and Chris Bosh. Now the all-star guard is welcoming two more new players, Tony Parker and Al Horford, to Goldfish brand Team Xtreme for a marketing campaign that will anchor a multi-year extension to the partnership between Pepperidge Farm and the NBA.

Financial terms of the extension were not disclosed. The NBA and the Pepperidge Farm division of Campbell Soup have been partners since 2008.

Wade, who has appeared in national marketing for the product, will continue as lead spokesman for Pepperidge Farm's Goldfish brand. He now will be joined by Parker of the San Antonio Spurs and Horford of the Atlanta Hawks in TV, print, and Internet efforts in which the three players will encourage kids to join Team Xtreme for a chance to win a trip to 2011 NBA All-Star in Los Angeles in February. (Full details here.)

Part of the deal between the NBA and Pepperidge Farm will be support for the second annual NBA FIT/WNBA FIT Dribble, Dish & Swish presented by Pepperidge Farm Flavor Blasted Goldfish crackers event. The program will feature more than 200 local competitions in nine NBA cities and will conclude in February with the national finals at the NBA All-Star Jam Session presented by adidas.

Separately, adidas and the NBA are unveiling new on-court uniforms for the 2010-11 season. The uniforms will get their official coming out party on Sept. 22 at the NBA Store in New York when Dwight Howard (Orlando Magic), Brook Lopez and Jordan Farmar (New Jersey Nets) and Wilson Chandler and Toney Douglas (New York Knicks) deliver the new limited-edition jerseys from an armored truck parked outside of the store. The players will then work behind the registers and meet fans.

NBA and adidas are bringing new jerseys to the game.At the NBA All-Star Game events, during the T-Mobile Rookie Challenge & Youth Jam on Friday evening, the Flavor Blasted Goldfish brand will host an NBA FIT Break, which will showcase a variety of exercises for kids who want to stay active while having fun. At the Team Xtreme Zone inside NBA All-Star Jam Session presented by adidas, the Pepperidge Farm Flavor Blasted Goldfish brand will host basketball clinics throughout the weekend with NBA and WNBA players.

“Our partnership with the Pepperidge Farm Goldfish brand, and its commitment to NBA FIT/WNBA FIT, has been a great way to demonstrate the importance of health and fitness to America’s youth through play,” Mark Tatum, NBA evp-global marketing partnerships, said in a statement. “Players like Dwyane, Al and Tony will bring these fun and motivating programs to life for our young fans.”

According to Steve White, Pepperidge Farm vp-crackers, “We are extremely proud of our Team Xtreme program and thrilled to continue working with the NBA and Dwyane while adding two great players to our roster. With the continued focus on childhood obesity, the Pepperidge Farm Goldfish brand is passionate about encouraging change and making physical activity a fun and necessary part of children’s lives.”

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