NBA signs marketing agreement with Air Miles
The National Basketball Association has signed a two-year agreement with LoyaltyOne of Toronto making the Air Miles loyalty program an official sponsor of the league in Canada. Air Miles will begin a series of initiatives this month aimed at program participants. The first of these will be a three-city tour of Canadian university and college campuses called the "NBA Campus Pass." Students at Simon Fraser University, Humber College and Carleton University will be able to interact with NBA players, pose with the Larry O'Brien Championship Trophy and take part in a skills competition. In addition, Air Miles participants will receive preferred entry and seat upgrades at the NBA Canada Series of pre-season games in Vancouver and Montreal this month. From Oct. 26 to Jan. 1, Air Miles will conduct a contest promotion called the "NBA All-Star 2015 Sweepstakes." Program participants can enter to win a trip for two to the 2015 NBA All-Star game in New York.
"We are thrilled to partner with the NBA to bring basketball closer to Air Miles collectors through unique experiences that will reward their love of the game," said Rachel MacQueen, vice-president of marketing for Air Miles. "Basketball is a big part of the everyday lives of so many Canadians, just like Air Miles, and we are looking forward to working together to ignite a community of basketball fans across the country."