HP, NBA Ink Multi-year Partnership Deal

Hewlett-Packard (HP) has inked its first deal with a major professional sports league, signing a multi-year marketing partnership with the National Basketball Association (NBA) that will include the development of joint technology initiatives to enhance the overall game experience for basketball fans.
The agreement is among the NBA’s most comprehensive marketing partnerships and encompasses all three of its leagues: the NBA, Women’s National Basketball Association (WNBA), and the NBA Development League (NBA D-League).
As “the NBA’s Partner in Technology Innovation,” HP will provide products and services from its broad portfolio for use in NBA, WNBA, and NBA D-League operations throughout the
U.S. Additionally, HP and the NBA will work together in
India, where, in July, the NBA held its first-ever event in the country, Basketball without Borders, its global development and community outreach program. HP will also partner on specific marketing activities and programs in Africa,
Canada, Europe, Latin America, and the
Middle East.
The NBA will team with HP Labs, the company’s central research arm, to develop innovative and meaningful integration of HP products into the game, while leveraging HP technology to bring NBA content to fans in new ways. New products and innovations will be tested and used in the WNBA and NBA D-League.
“HP is a real leader in technology innovation with an incredible commitment to research and development through their famed HP Labs,” says Heidi Ueberroth, president of NBA Global Marketing Partnerships and International Business Operations. “HP is everywhere that NBA fans are, and they are the perfect partner to engage our tech-savvy fans through the latest in technology.”
“The NBA bridges many cultures and countries, inciting fans’ passion for the game of basketball,” says Michael Mendenhall, SVP and chief marketing officer, HP. “This is not your typical partnership. It allows HP to work with the NBA and extend our reach to key audiences across multiple distribution channels and geographies while demonstrating our leadership in technology innovation.”
The NBA and HP tipped off its partnership during 2008 NBA Europe Live presented by EA Sports, the NBA’s four-country tour of preseason games in
Europe. HP served as an official marketing partner of the NBA Europe Live games in
Paris and
London, and the NBA is using HP’s technology for stats collection and game operations throughout the tour.
During the year, HP will also conduct integrated marketing programs throughout the NBA’s major events.