POWERade has been named the exclusive presenting sponsor of the annual Hoop-It-Up National Tour this year, a three-on-three amateur basketball tournament.
The three-year agreement begins in May with the 16th annual national tour, which travels to 15 major cities throughout the summer. Terms of the deal were not disclosed.
The POWERade brand will be Hoop-It-Up’s “official isotonic beverage.” Other benefits of the deal include collateral, advertising, media and on-site event signage.
Additionally, POWERade will be the title sponsor of King James’ Court, an exclusively branded interactive area promoting POWERade’s partnership with Cleveland Cavaliers rookie LeBron James. New to the 2004 Hoop-It-Up Tour, King James’ Court will include a single elimination one-on-one basketball competition for Hoop-It-Up players 18 and older at each Hoop-It-Up event. The winning player from each city will receive a trip to Cleveland for the opportunity to meet LeBron James at a game this fall.
The event will be promoted with in-store displays, including a standee with James’ image.
Lexington, KY-based Host Communications, which coordinates the event, will make 25,000 entry forms available in each of the host cities at gymnasiums and Finish Line stores. It will also promote the event through direct mail and e-mail blasts to past participants and on its www.hoopitup.com Web site.
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