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AT&T deepens fan connection with NBA deal

US telco AT&T has signed a wide-ranging, multi-year Official Marketing Partnership with the NBA, starting at next week’s NBA All-Star game.

Under the deal, the two organisations aim to create enhanced experiences for basketball fans across the NBA, WNBA, NBA G League, NBA 2K League and USA Basketball.

Plans include the development of marquee NBA moments, events, community involvement and technology innovations for fans, including next-generation content using immersive technologies such as 4K, virtual reality and mixed reality.

Fiona Carter, chief brand officer at AT&T Communications, said the deal will deepen AT&T’s connection with basketball fans, who represent those “increasingly young, diverse, tech-centric and socially-engaged audiences that are important to our company”.

Carter added: “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.”

At the NBA All-Star 2019 in Charlotte, North Carolina, AT&T will be the Title Partner of AT&T Slam Dunk, and the Presenting Partner of the NBA All-Star Practice and Media Day.

The activation includes a presence in all arenas and at the State Farm All-Star Saturday Night and NBA Crossover.

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.

Throughout the partnership, AT&T will be integrated into NBA digital assets, such as NBA.com and the NBA app, along with national broadcast partners ABC, ESPN and TNT.

AT&T is now both an NBA sponsor and an NBA broadcaster.

Last year, a US court approved AT&Ts $85bn acquisition of media conglomerate Time Warner. This included the purchase of Turner Broadcasting, which owns rights to the NBA, plus basketball’s March Madness and Major League Baseball playoffs.