The National Basketball Association and USA Networks on Friday struck a
multi-year multi-media deal aimed at driving traffic and commerce at NBA.com.
Financial terms of the agreement weren’t disclosed.
The deal calls for USA Networks to promote NBA.com, market NBA merchandise,
and run NBA programming. Several of its media properties will participate
in the effort, including Home Shopping
Network, Short Shopping, Ticketmaster Online–CitySearch, USA Network, SCI FI Channel, and USA Broadcasting.
Through USA Networks’ Electronic Commerce and Services division, the
company will also help the NBA with marketing, publishing of catalogs,
customer service, and fulfillment.
The marketing push revolves around the re-launch of the NBA store at
NBA.com, which is to take place this spring.
“This new area of integrated electronic commerce in all its forms is
wonderfully illustrated by this new association and our being able to
structure it with the vaunted marketing professionalism of the NBA is our
great good fortune,” says Barry Diller, chairman and chief executive
officer, USA Networks.
The agreement between the two companies builds on an existing relationship
in which USA Films is the official distributor of NBA video and
Ticketmaster provides ticketing services to 27 of 29 NBA teams.