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NBA backs videos

Published on .

NBA Entertainment, in conjunction with CBS/FOX Video, has launched a $2 million marketing effort, part of the "I love this stuff" campaign, to support several new videos. "Michael Jordan: Above & Beyond" and "Grant Hill: NBA Sensation" will be released May 7 with advertising kicking off in May and running through the end of the year. The campaign will feature the tagline "Nothing gets you closer to the game." The NBA is also planning on joint promotions with traditional NBA sponsors such as Nestle, American Express, Acclaim and Skybox to support the videos. Additional videos to be released later this year include "Dream Team '96 Goes for the Gold," "The Official 1996 NBA Finals Video" and "NBA Jam Extreme."

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