Turner Broadcasting System, Atlanta, and Royal Philips Electronics, Eindhoven, Netherlands, struck a $100 million, 20-year marketing alliance that includes the naming of a new 20,000-seat Atlanta sports stadium. Philips Arena will be home to the NBA's Hawks and NHL's Thrashers. The agreement also includes a substantial cross-media advertising package, where Philips will get exposure in Turner and Time Warner media properties. The two companies also will work together on a number of efforts including e-commerce, enhanced TV and new media.
Copyright February 1999, Crain Communications Inc.