Hummer bounces in on NBL

The Hummer auto brand is the new naming rights sponsor of Australia's National Basketball League (NBL) competition.

The sponsorship announcement was made at Holden's Port Melbourne HQ on the eve of the league's new season game on September 19 and ahead of Hummer Australia's launch of the H3 model next month.

The sponsorship will take in the entire 2007-08 NBL season, but Hummer Australia and the NBL are also considering extending the partnership for ongoing seasons.

GM Premium Brands spokesperson Emily Perry told the Carsales Network that "both parties are more likely to get the most benefit from a long-term relationship and we're looking beyond this one-year agreement."

The NBL's Marc Howard also told us that while basketball is a second-tier sport in Australia, the league was currently assessing how to extend its profile. The deal with an international brand such as Hummer was ideal, he said.

"We're very excited because it's just such a natural mesh," Howard told CN. "The brand represents an active lifestyle and we like the connection of big cars for big people."

The partnership is seen as a "unique fit" for both the NBL and Hummer Australia.

"The psychographics of NBL fans and Hummer buyers are a perfect match," says NBL Commissioner, Rick Burton. "Hummers exude strength and size, just as NBL players do."

The NBL's Shane 'The Hammer' Heal (pictured) was on hand to confirm the big offroader would suit the players' lifestyle but denied suggestions he'd change his nickname to suit the new sponsor!

Parveen Batish, Director of GM Premium Brands was keen to point out the H3's offroad credentials would convince many SUV buyers in Australia. According to Batish the model has attracted around 400 deposit-paid orders since its reveal at the Brisbane motor show last year.

"Hummer already enjoys a huge following and we hope this passion helps further build the profile of basketball in the region," said Batish.

Hummer is not the first auto company to become involved in the NBL. The American brand takes over from Mitsubishi which had sponsored the league for around five seasons before the most recent deal with Phillips.

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