Bellevue, Wash. — Oct. 3, 2005
T-Mobile USA, Inc. has formed a wide-reaching multi-year marketing partnership with the NBA and WNBA to become the Official Wireless Services Partner of the NBA and WNBA. T-Mobile will promote its wireless services across virtually all channels of the NBA and WNBA, appealing to the leagues’ broad and avid fan bases.
From the opening tip of the NBA season to The Finals and the NBA Draft, the league will integrate T-Mobile as a marketing partner into a host of front-line events and activities throughout the year, beginning with NBA Premiere Week. T-Mobile will keep fans up-to-date on the NBA and present its users with special content offerings on their phones, including participation in NBA All-Star Balloting; voting for the MVP of the NBA All-Star Game and The Finals; and the latest NBA-related news, statistics and other fun features.
T-Mobile also will take marquee positions throughout the NBA’s extensive media platforms, including the league’s television partners, to further grow its rapidly expanding consumer base. Additionally, T-Mobile will establish promotional partnerships with various NBA teams in key local markets.
“T-Mobile and the NBA is a natural fit – both brands are youthful, dynamic and rapidly growing. This partnership is designed to further fuel the T-Mobile USA growth engine,” said Mike Butler, Chief Marketing Officer, T-Mobile USA, Inc. “T-Mobile customers will ‘Get More’ NBA action through the innovative products, services and promotions we are developing to help power this exciting venture.”
“As one of the fastest growing wireless carriers, T-Mobile has permeated pop-culture to become relevant and meaningful to the lifestyles of their young consumers,” said Heidi Ueberroth, NBA Executive Vice President. “We are confident that this wide-reaching partnership will further accelerate their growth in the wireless space.”
Building upon its already strong appeal to the nation’s youth, T-Mobile will highlight the NBA’s youngest players — the Rookies — through the NBA’s Rookie program, featuring the T-Mobile Rookie Challenge, an All-Star competition between NBA rookies and second-year players, and rookie awards presentations including the T-Mobile Rookie of the Year. As part of a unique package of NBA-themed offerings, T-Mobile users will be receiving special content on NBA rookies providing insights into NBA life both on and off the court.
T-Mobile also will partner with the league on the NBA All-Star Celebrity Game, reinforcing T-Mobile’s importance and appeal among celebrities and performing artists. When all of these NBA festivities are over, T-Mobile will launch into its WNBA partnership action, especially involving the WNBA All-Star Game, WNBA Playoffs and WNBA Finals.
Additionally, T-Mobile will go on the road as a major partner of numerous high-profile NBA and WNBA touring events. In particular, T-Mobile will participate in NBA Rhythm ‘n Rims, the NBA’s basketball and music tour; and The WNBA Be Fit Tour, which promotes healthy living and fitness among girls.
T-Mobile USA Media Relations
About T-Mobile USA, Inc.
Based in Bellevue, Wash., T-Mobile USA, Inc. is the U.S. wireless operation of Deutsche Telekom AG. By the end of the first quarter of 2010, approximately 150 million mobile customers were served by the mobile communication segments of the Deutsche Telekom group – 33.7 million by T-Mobile USA – all via a common technology platform based on GSM and UMTS, the world’s most widely used digital wireless standards. T-Mobile USA’s innovative wireless products and services help empower people to connect to those who matter most. Multiple independent research studies continue to rank T-Mobile among the highest in numerous regions throughout the U.S. in wireless customer care and call quality. For more information, please visit http://www.T-Mobile.com. T-Mobile is a federally registered trademark of Deutsche Telekom AG.
About the NBA
With 30 teams in the United States and Canada, NBA games and related programming are broadcast to 214 countries in 43 languages. The NBA is a recognized leader in sports marketing, currently maintaining its longest-ever list of fully integrated domestic and global marketing partnerships with the most recognizable brands in the world. NBA players are the most recognizable and successful product endorsers in sports, with dozens of players appearing in national and international promotions each season. For more information on the NBA, visit NBA.com.
The WNBA concluded its historic ninth season with an exciting match-up between the Sacramento Monarchs and the Connecticut Sun. Viewers tuned-in nationwide to see the Monarchs capture its first WNBA Championship. The WNBA Finals between the Monarchs and Sun on ESPN2 produced significant increases in ratings (+33%) and viewership (+27%) versus last year. Through the entire WNBA Playoffs on ESPN2, viewership increased 30 percent as ratings grew 25 percent. For more information, please visit WNBA.com.