WRIGLEY EXTENDS SPONSORSHIP DEAL WITH NBA
By Adnews Staff
Toronto-based chewing gum company Wrigley Canada has renewed its Canadian marketing partnership with the National Basketball Association. Last year the two organizations siged a deal by which Wrigley's Juicy Fruit became the official gum of the NBA in Canada. The brand's advertising appeared during NBA national programming in Canada on CTV, TSN and Sportsnet. Wrigley Canada was also a national associate sponsor of the NBA Hoop-It-Up 3-on-3 basketball tournament and the NBA Dribble and Drive Challenge basketball festival. According to Wrigley, the new deal will allow the Juicy Fruit brand to build on its position as the official gum of the NBA in Canada. The company maintains that it will continue to be involved in several aspects of the NBA in Canada including grassroots events and national media programming.