NBA basketball franchise the Charlotte Bobcats have announced German automotive giant Mercedes-Benz as the presenting partner of its Buzz City re-branding campaign.
The franchise will change its name to Charlotte Hornets for the 2014-15 NBA season and the Buzz City platform features a number of “transition” events.
Mercedes-Benz is poised to continue working with Charlotte after the re-brand as a multi-year agreement was confirmed.
Under the Buzz City campaign Mercedes-Benz will receive exposure on the team’s five Buzz City Nights, beginning with the game against Utah Jazz on December 21 and a Mercedes-branded Buzz City T-shirt giveaway.
Additionally, Mercedes-Benz will receive logo recognition and have a significant brand presence at all of the Buzz City events over the coming year, including the unveiling of the new uniform, mascot and court design.
The multi-platform element of the promotion will grant Mercedes-Benz exposure through Buzz City online, television, radio, print and digital campaigns, along with LED signage, basket pole pad signage and promotional contests at Charlotte’s Time Warner Cable Arena.