AutoTrader.com Extends Its Ride with NBA

AutoTrader.com has extended its sponsorship deal with the National Basketball Association with a multi-year pact through the end of the 2011 season.

The new deal gives AutoTrader.com a higher profile as presenting sponsor of the pre-game “NBA Tip-Off” show on TNT and, for the first time, the same role on that show on NBA TV. Starting on Oct. 28, sponsorship of that show - featuring an AutoTrader.com branded anchor desk - will give the online auto classified company exposure in up to 149 regular season games on TNT.

The TNT studio show precedes Thursday night games during the regular season. The NBA TV show will air several nights each week on the league’s network.

“It’s the season-length exposure for our brand that we appreciate, and the basketball season corresponds nicely with the car-buying season,” said AutoTrader.com spokesman Mark Scott.

AutoTrader.com also will enjoy a significant presence during the NBA All-Star Game in Phoenix and the NBA playoffs, with most of the playoff rounds carried on TNT.

AutoTrader.com will again be presenting partner of the “Drive to the Finals” fantasy game on NBA.com during the NBA Playoffs.  The player with the right picks will receive $25,000 toward the purchase of a vehicle listed on AutoTrader.com.

The car-shopping Web site will also be presenting partner of the “Player Stats Comparison” on NBA.com, and will be promoted in other areas of NBA.com and on NBA mobile outlets.

The value of the sponsorship deal was not disclosed.