Norwegian Cruise Line to sponsor NBA Finals MVP as part of three-year partnership renewal

Business Wire, May 9, 1995

NEW YORK--(BUSINESS WIRE)--May 9, 1995--The National Basketball Association (NBA) and Norwegian Cruise Line (NCL) Tuesday announced the renewal of their partnership through the 1996-97 NBA season.

For the first time, Norwegian Cruise Line will be the presenting sponsor of the NBA Finals MVP Award, beginning with the 1995 NBA Finals in June. The agreement includes an increased media purchase on NBA game broadcasts and on-board and promotional elements.

As the official cruise line of the NBA, Norwegian Cruise Line will continue its most popular sports-themed cruise -- the NBA Sports Afloat Basketball Cruise, scheduled for July 15-22, 1995, aboard the S/S NORWAY, the world's largest cruise ship. The annual event, which began in 1992, features current and former NBA players, a 3-on-3 tournament, question-and-answer sessions, and free throw and three-point shooting contests on the ship's full-size basketball court. In addition, the "Costas Coast-to-Coast" national radio show will conduct live broadcasts from the cruise.

Passengers will be able to purchase NBA-licensed merchandise aboard NCL ships for the first time. Passengers also can enjoy NBA videos and two weekly NBA Entertainment-produced programs -- "NBA Inside Stuff" and "NBA Action" -- on NCL's in-cabin television and in the ship's lounges.

NCL will execute at least one NBA-themed promotion each year of the three-year agreement. Currently, the cruise line is running a sweepstakes with NBA Radio that offers trips for two pairs of winners aboard this year's NBA Sports Afloat Basketball Cruise.

"Norwegian Cruise Line has innovative advertising, a quality product and can offer exciting consumer promotion options," said David Schreff, president Marketing & Media Group, NBA Properties. "We're pleased to continue this mutually rewarding relationship."

"Norwegian Cruise Line is the recognized cruise industry leader in the area of sports programming and sports theme cruises, while the NBA is regarded as the leader in sports marketing," said Bruce Mainzer, vice president of Marketing for NCL. "The affiliation is `a natural' and underscores our continued commitment to offering exciting sports programming for our passengers."

Norwegian Cruise Line's NORWAY, DREAMWARD, WINDWARD, SEAWARD, STARWARD, and the soon-to-be-introduced LEEWARD offer three-, four-, and seven-day cruises to the Caribbean, Alaska, Bermuda, Mexico and the Bahamas.

CONTACT: Norwegian Cruise Line, Coral Gables, Fla.

Fran Sevcik, 305/460-4762

or

National Basketball Association, New York

Kelly Malcomb, 212/407-8782