NBA, USA Networks in Multi-Media Marketing Agreement

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 OnlineCitySearch, 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.

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