Basketball boosts Adidas' exposure

Basketball boosts Adidas' exposure

Adidas outfits both championship teams in the NCAA men's basketball tournament.

That kind of exposure is equivalent to $22.4 million in ad spending, said Eric Smallwood, senior vice president of Front Row Marketing Services in Indianapolis.

Smallwood said the estimate is based on the likely number of times a brand's logo was shown during Monday night's broadcast, the duration of air time and the roughly $1.5 million cost of a 30-second commercial.


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