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Jun252012

NBA Live Tour Heading Back To Europe With Celtics, Mavs, Marketing Partners

By Barry Janoff

June 25, 2012: The Boston Celtics and the Dallas Mavericks will head up the NBA's 2012-13 pre-season tour of Europe, which will feature top teams from Euroleague Basketball and support from marketers led by title sponsor BBVA.

NBA Europe Live 2012 presented by BBVA is scheduled to run Oct. 5-7.

This is the sixth time since 2006 that the NBA is making a pre-season tour of Europe. The tour was canceled last season due to the lockout. EA Sports was the previous title sponsor.

This will be the first tour with BBVA, the official bank of the NBA, as presenting sponsor. Turkish Bank Garanti, which is owned in part by BBVA, will be presenting partner of the game in Istanbul. Returning partners include adidas and American Express. Turkish Airlines is presenting partner of Euroleague.

According to the NBA, extensive community events and programs will compliment the games, including interactive fan events, basketball development programs, and player appearances.

“Returning to Europe with two storied NBA franchises for the sixth installment of the NBA Europe Live presented by BBVA is a testament to our commitment to bringing more live games and events to our fans in Europe,” Benjamin Morel, svp for NBA Europe, said in a statement. “As part of our longstanding collaboration with Euroleague Basketball and with the support of BBVA and all of our partners, fans can look forward to an exciting blend of basketball action, interactive fan events and community-based initiatives as the sport of basketball thrives across the continent.”

The schedule includes Boston against five-time Turkish champions Fenerbahce Ulker Istanbul at Ulker Sports Arena in Istanbul, Turkey (Oct. 5); Dallas against eight-time German champions Alba Berlin at O2 World in Berlin (Oct. 6); Boston against 25-time Italian champions EA7 Emporio Armani at the Mediolanum Forum in Milan (Oct.7). The Mavericks will play an additional game in Spain with details to follow, according to the NBA.

“By serving as the presenting partner of NBA Europe Live, we will help bring world-class basketball to the cities of [Europe] and ... reinforce our global sponsorship strategy."

“By serving as the presenting partner of NBA Europe Live, we will help bring world-class basketball to the cities of Berlin, Istanbul and Milan and through this series of games, reinforce our global sponsorship strategy," Mafe Laverde, sponsorship director for BBVA, said in a statement. “As the official bank of the NBA, we intend to provide extraordinary content to fans through our brand, promoting the values of effort, innovation and teamwork embodied by the two best basketball leagues in the world.”

Following the 2012 tour, more than 450,000 fans will have attended 32 Europe Live games in 12 cities since the inaugural NBA Europe Live series in 2006. The NBA said it will have played 60 games featuring 25 NBA teams in 18 European cities since 1998.

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