October 28, 2010: T-Moblie has a marketing deal with the NBA and another with Dwyane Wade. The company is now connecting the dots by signing on to become the official wireless telecommunications provider of the Miami Heat and American Airlines Arena.
Financial terms of the alliance were not disclosed.
The deal includes extensive in-game features, exposure on English and Spanish radio, in-arena signage, retail promotions, social media integration and such other online elements as presenter of Heat.com’s TV companion. T-Mobile will also sponsor the team’s “Noche Latina” initiatives scheduled to take place during three March home games.
Wade has appeared in numerous TV spots for T-Mobile, mostly alongside Charles Barkley but also with Dwight Howard of the Orlando Magic. There was no indication at this time that Wade's new teammates, LeBron James and Chris Bosh, might appear in future marketing efforts.
“Dwyane Wade has been one of our great partners, so this new sponsorship with the Miami Heat is a natural fit,” Derek Chang, director of sponsorships at T-Mobile USA, said in a statement. “We’re looking forward to working with the Heat to develop exciting programs for the fans and our customers."
The alliance will activate for the Heat's home opener on Oct. 29 against the Magic. T-Mobile will host a T-Mobile Tip-Off, a pre-game celebration open to all Heat fans that have a ticket to the game, on the American Airlines Arena’s East Plaza. "The T-Mobile Tip-Off event couldn’t be a better way to start the new season," said Chang.
“I’m pretty certain Heat fans are already familiar with the superiority of the T-Mobile brand thanks to the numerous and memorable television commercials Dwyane Wade has starred in throughout the years,” Eric Woolworth, president of The Heat Group’s Business Operations, said in a statement. “Their partnership with the Hear is, thus, an entirely organic endeavor and we are thrilled to have them on board.”
Wade’s relationship with T-Mobile dates back to the 2006-07 season. In addition to starring in numerous commercials for T-Mobile’s NBA campaign he also served as a coach for the 2009 T-Mobile Rookie Challenge & Youth Jam as part of the NBA All-Star Game activities in Phoenix. T-Mobile also has produced a D-Wade edition of its Sidekick 3.
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