NBA CHEWING WRIGLEY'S JUICY FRUIT
By Adnews Staff
The National Basketball Association has signed the dotted line with Toronto-based chewing gum manufacturer Wrigley Canada. Under the terms of the marketing partnership, Wrigley's Juicy Fruit has been named the official gum of the NBA in Canada. The brand will advertise during NBA national programming in Canada on CTV, TSN and Sportsnet and will serve as a national associate sponsor of the NBA Hoop-It-Up 3-on-3 basketball tournament and for the NBA Dribble and Drive Challenge basketball festival, both launching late this month. Juicy Fruit presence at each event will include on-site signage, sampling and sponsorship of the Juicy Fruit Passing Challenge, which lets participants test their passing accuracy by throwing basketballs through targets. Advertising for the Juicy Fruit brand is done by BBDO of Toronto.