Feb 4 2000 11:26AM
NEW YORK, Feb 4 (Reuters) - The National Basketball
Association and USA Networks, Inc. announced a
multi-year partnership on Friday under which fans can buy NBA
merchandise and game tickets online and watch basketball shows
on Home Shopping Network and other USA channels.
USA Networks' Electronic Commerce and Services unit will
provide integrated media marketing, database-driven offers,
catalogue, and promotion, all geared towards driving traffic
for NBA fans. The current NBA Store at NBA.com (www.nba.com)
will be relaunched.
The partnership does not include broadcast of actual NBA
games, which are currently aired on Time Warner's
Turner Broadcasting and NBC .
"The new NBA online store will be a commerce leader in all
ways, from sales, to fan experience, infrastructure and
service," said NBA Commissioner David Stern. "By establishing
this partnership with USA, we believe we can significantly
raise the profile of our commerce efforts across all media
platforms, creating a seamless backbone for our commerce
activities."
"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," said
Barry Diller, Chairman and Chief Executive Officer of USA
Networks.
"The NBA has always been an innovative leader and we're
thrilled to help them blaze this new trail in electronic
commerce."
Under the deal, USA's Home Shopping Network (HSN) will air
NBA programs and specials, including a series of monthly,
one-hour U.S.-based NBA shows. HSN Fulfillment will deliver
services for NBA customers, and Short Shopping will produce
commerce spots and specials for NBA programming, including
NBA.com TV.
USA's Ticketmaster will integrate merchandise sales with
ticket purchases, and Ticketmaster Online-CitySearch
will house an NBA 'box office' link to NBA.com.
USA Network, SCI FI Channel and USA Broadcasting, will
provide promotion time in support of HSN NBA shows and 'on
sale' events.
((New York Equities Desk 212-859-1700))
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