Wrigley Canada, NBA extend marketing agreement
By Adnews Staff
Chewing gum maker Wrigley Canada has signed a multi-year extension of its marketing agreement with the National Basketball Association. Wrigley Canada first became a sponsor of the NBA in 2001. Under the extended agreement, Juicy Fruit will continue to be the official chewing gum of the NBA in Canada. Wrigley's promotional activities related to this deal will be aimed at young fans, according to the company. These activities will include a one-on-one contest called "King of the Court" which will take place in eight Canadian cities during the NBA's "Hoop-It-Up" three-on-three basketball tournament this summer. Another component, called "Juicy Fruit Sweeeet Shots," will take place during a touring promotion called the "NBA Jam Session." Attendees at these basketball-themed events will attempt to emulate plays from the current NBA season. Wrigley Canada will also use NBA branding on its packaging, its consumer and retail promotions, its street-level marketing and its online promotions. The company will also have media exposure during NBA game broadcasts.