NBA Canada, the National Basketball Association’s Toronto-based office responsible for growing the league in Canada, has named Parmalat Canada Inc. as the “Official Cheese of the NBA in Canada.”
The Toronto-based dairy company will develop NBA-themed marketing programs to promote its kids-focused brands Cheestrings and Ficello, and promoting a healthy and active lifestyle to parents and children. Parmalat Canada is also the official partner of the NBA three-on-three grassroots tournament held in eight Canadian cities this summer.
“NBA Canada is really trying to position itself as a property that appeals to a young, diverse and growing fan base,” said Dan MacKenzie, general manager for NBA Canada. “Parmalat is trying to position itself as a healthy alternative in the food space, which fits well in to our positioning in terms of having some of the fittest athletes in the world.”
Formerly the director of marketing for NBA Canada, MacKenzie has just been promoted to the GM position and is now responsible for growing the NBA’s Canadian TV business in conjunction with Maple Leaf Sports and Entertainment (the owner of the Toronto Raptors), as well as through digital media, marketing partnerships, events, and merchandising.
NBA Canada also named George Dudas manager, business development and Leah Brown manager, licensing and merchandising, while Jonathan Chang was hired as manager, marketing partnerships.
According to NBA Canada, viewership of NBA games was up an average of 32% this year, while traffic to NBA.com from Canada was up 28% in daily unique visitors.
Parmalat joins Adidas, Coca-Cola, EA Sports, Gatorade, Nike, Sirius Satellite Radio and Spalding Sports as official marketing partners of the NBA in Canada.
In partnership with its sponsors, NBA Canada will be hosting the “NBA Cares Tour” at Wal-Mart chains across Canada, this August. Meanwhile Sprite, a sponsor in the carbonated beverage category, is currently hosting the “NBA Dunk of the Year,” giving fans the chance to vote the best dunk from the past regular season game. Each night of the playoffs, two players’ dunks are broadcasted, and viewers can text their vote to determine which dunk should move on to the next round. The Canadian initiative, which is also on NBA.com, wraps up at the end of this month.
NBA Canada has also renewed marketing partnerships with Colgate-Palmolive’s Speed Stick brand as the official deodorant, and Wrigley’s, the official gum.
