The Business of the NBA Finals – Part 6

with the league in 2005. This translates to sales down the road.” Southwest Airlines, which recently dropped its Super Bowl sponsorship, will also have a Finals presence. “We try to get in front of customers that are [ages] 25–54 and market ourselves in a fun environment. We have a [customized] aircraft called Slam Dunk 1 that will deliver the Larry O’Brien championship trophy and, at a later date, the championship rings,” said Whitney Eichinger, a Southwest spokesman. Advertising during the NBA Finals creates a marriage with a prestigious brand, an established breadwinner, and a provider of international reach.