Scarborough Sports Marketing Teams With the National Basketball Association

Business Wire, Nov 15, 2000

Business Editors

NEW YORK--(BUSINESS WIRE)--Nov. 15, 2000

Scarborough Sports Marketing, the leading local sports marketing company, announced a new partnership with the National Basketball Association (NBA) to provide sports measurement data and local market information.

The NBA will now have access to Scarborough Sports Marketing's database, which will be used to strengthen marketing and sales efforts. Scarborough's sports measurements focus on four key areas: fan avidity; multimedia measures including sports viewing and listening; corporate sponsorship information including fans' shopping and product/service usage; and leisure time activities.

"Scarborough Sports Marketing has been a successful tool in generating additional revenue to individual teams of the NBA over the past several years. We are excited to now offer this powerful service to the entire league," said Ray Borelli, director of Market Research and Planning, NBA. "Scarborough will provide our organization and its members with vital, local market intelligence, which will be used to garner new corporate sponsorships and increase ticket sales. In addition, we will be able to provide our advertisers with information on how to best reach their target consumer."

"The NBA's recognition of our product demonstrates the increased need to strengthen the relationship between advertisers and their sports partners," said Howard Goldberg, vice president, Scarborough Sports Marketing. "We provide the NBA with much needed localized customer data to grow their business."

NBA Fan Profile

In October, Scarborough Sports Marketing released a study on NBA fan avidity in 64 cities. The study also profiled NBA fans and showed that they are 28 percent more likely than average adults to be between 18-34 and 33 percent more likely to be single. Their average household income is $56,445. Avid NBA fans are Web savvy with one quarter surfing the Web for news and 22 percent shopping/purchasing items online. 4.3 million fans have purchased clothing in the past 12 months with NBA logos.

About Scarborough Sports Marketing

Scarborough Sports Marketing measures local market consumer and lifestyle information by interviewing over 200,000 adults (ages 18+) in 75 top U.S. markets including all professional sports markets. Scarborough delivers twice-yearly updates of its local market reports to a diverse client base, spanning all major media, advertisers and their agencies. Scarborough is currently working with hundreds of broadcasters, media companies, sports leagues and teams bringing local marketing information to the sports industry. Scarborough Sports Marketing is a division of Scarborough Research, a partnership of The Arbitron Company and VNU Marketing Information.

All trade names are the property of their respective owners Source: Release 1Scarborough Sports Marketing (February 1999-March 2000) This press release is available on KCSA Worldwide Web site at www.kcsa.com.