The deal, finalized around Christmas, was announced today. Bona plans to leverage the partnership with consumers and professionals, trying to convince them that, "If it's good enough for the NBA, it must be good enough for my floor," said Chad Nordhagen, Bona's director of marketing. Nordhagen said it will use the NBA's logo on packaging for all its sport products, in all its commercials, and in its print ads for consumer and pro media.
Bona US (Aurora, Colo.) has reached an exclusive licensing partnership as the official wood floor maintenance provider with the National Basketball Association (NBA), and the company is at work now adding the league's famous red and blue logo to its sport product line.
The deal, finalized around Christmas, was announced today. Bona plans to leverage the partnership with consumers and professionals, trying to convince them that, "If it's good enough for the NBA, it must be good enough for my floor," said Chad Nordhagen, Bona's director of marketing. Nordhagen said it will use the NBA's logo on packaging for all its sport products, in all its commercials, and in its print ads for consumer and pro media.
"There is a large number of consumer advertisements going out this spring" that will show it, Nordhagen said. Plus, Bona is working with its largest consumer shopping outlets to add the logo on product displays. "Our intention is to put that logo on just about everything," Nordhagen said.
Nordhagen said the NBA approached the company after seeing that Bona already had working relationships with the "majority" of teams. Moving forward, individual teams are still free to contract with whichever floor maintenance provider they want to, but Nordhagen's mission is to get every team using his company's floor care products. "It's a massive goal of mine," he said, "I want all 30."
Just some of the NBA teams using Bona products, according to a press release, are the New Orleans Hornets, San Antonio Spurs, Toronto Raptors and Denver Nuggets.
