Online automotive marketplace AutoTrader.com has agreed a multi-year extension to its partnership with North American basketball league the NBA and the Turner Sports division of US cable-television broadcaster Turner Broadcasting Systems.
Under the terms, AutoTrader.com will continue as the presenting sponsor of the NBA on TNT Premier Week, TNT NBA Tip-Off programme and all NBA TV pre-game shows.
In total, Auto-Trader.com will partner with TNT and NBA TV to provide sponsorship elements to more than 200 combined NBA games during the 2014-15 season, including the league’s post-season and All-Star showpiece.
"Our longstanding relationship with the NBA is an integral part of our media strategy, allowing us to engage with millions of NBA fans and educate them on all of the tools AutoTrader offers to make car shopping easier," Jessica Stafford, vice-president of consumer marketing for Autotrader.com’s operating company Cox Automotive, said.
"This partnership has proven to be extremely valuable for our business through deep brand integration and direct site traffic records hit every year of the sponsorship during NBA All-Star."
The 2014-15 season will mark AutoTrader.com’s 10th consecutive year as presenting partner of the NBA Tip-Off and it will collaborate with Turner Sports to produce a commemorative set of short films to be shown on NBA.com and AutoTrader.com.