Nickelodeon Announces First-Ever Partnership with WNBA - Network Aligns Its Award-Winning 'Let's Just Play' Pro-Social Campaign with

WNBA's Be-Smart-Be-Fit-Be-Yourself National Fitness Program -

- Partnership Also Includes Nick Presence at WNBA Games with

'Let's Just Play' Stretch Breaks and More! -

    NEW YORK, July 25 /PRNewswire/ -- Nickelodeon is aligning its "Let's Just
 Play" initiative, which encourages healthy and active lifestyles for kids and
 local communities, with the Women's National Basketball Association (WNBA) in
 a first-ever partnership.  The brands' alliance includes a Nickelodeon
 sponsorship of the WNBA's Be Fit Tour, part of the league's
 Be-Smart-Be-Fit-Be-Yourself national fitness initiative.  The deal also
 includes a significant Nick presence at WNBA games featuring "Let's Just Play"
 stretch breaks,
 in-arena Public Service Announcements (PSA), specialty prize packages and WNBA
 tagged "Let's Just Play" on-air spots.
     "The WNBA has a stellar reputation among sports leagues for its commitment
 to inspire kids and young adults to live healthier lives through sports and
 other initiatives.  Pairing our 'Let's Just Play' program with the WNBA was a
 natural fit," said Jean Margaret Smith, Senior Vice President, Nickelodeon
 Public Affairs.  "With 'Let's Just Play's' reach to kids in local communities,
 the WNBA's Be Fit Tour and games that Nickelodeon will participate in
 throughout the rest of the season, this partnership will further extend
 messages of encouraging healthy and active lifestyles for kids and families."
     Throughout the remainder of July and August, Nickelodeon will serve as a
 promotional partner of the 2005 WNBA Be Fit Tour.  The Be Fit Tour takes the
 WNBA's Be-Smart-Be-Fit-Be-Yourself program, which was created to emphasize the
 importance of health and fitness for women and young people, on the road.
 During each Tour stop, Nickelodeon's "Let's Just Play" will sponsor an
 activity booth and an interactive obstacle course which will be conducted
 twice during each Tour day.  "Let's Just Play" prizes and educational
 materials will also be provided at each Tour stop.
     "The WNBA delivers family-friendly entertainment both in arena, on TV and
 throughout local communities, so teaming up with Nickelodeon, the leading
 kid's entertainment network, makes perfect sense," said Mary Reiling Spencer,
 Vice President, WNBA Marketing Partnerships.  "Nickelodeon's 'Let's Just Play'
 and the WNBA's Be Smart-Be Fit-Be Yourself programs were created in the same
 spirit and aim to encourage young people to get out and be active.  For that
 reason, we are very pleased that by joining forces, we'll be bringing that
 message to a broad, national audience."
     Nickelodeon has also partnered with the WNBA to help promote WNBA Kids
 Week, which runs through Sunday, July 31.  The network will promote the week's
 activities on all of its websites (; and to help bring the unique
     WNBA experience to young people and families across the country.  A "Let's
 Just Play" spot entitled What Play Does with a five-second on-air tag that
 promotes the WNBA's Be-Smart-Be-Fit-Be-Yourself campaign will also run on
 Nick's air beginning now through October 1, 2005.
     In addition, Nickelodeon will have a presence at key WNBA games.  Each
 WNBA Team will promote the "Let's Just Play" initiative during at least two
 home games.  This includes broadcasting a 60-second "Let's Just Play" PSA on
 the JumboTron and "Let's Just Play" halftime stretch breaks, featuring
 activities and exercise movements to get the body moving, and lead by Nick
 characters, WNBA Team mascots and/or cheerleaders.  Nick-themed prize packages
 including SpongeBob SquarePants mini-basketballs, tee shirts, Boom Boxes and
 DVDs, Dora the Explorer playground balls, and "Let's Just Play" wristbands,
 headbands, notebooks and Frisbees will be also given away.  Characters such as
 SpongeBob SquarePants or Dora the Explorer will also make appearances at
 select games.
     About Nickelodeon's "Let's Just Play" Pro-Social Campaign
     Currently in its third year, "Let's Just Play" is Nickelodeon's pro-social
 commitment to encourage kids to participate in active, healthy, and playful
 lifestyles -- a much needed antidote to reports of the rise in childhood
 obesity, the concerns about reduction of PE in schools and in after-school
 programs, and the over-scheduled and sedentary lifestyles of kids today.  In
 addition to using the power of Nickelodeon's air, online sites, and celebrity
 support, the channel devotes significant year-round resources to building a
 grassroots infrastructure that supports physical play opportunities in
 communities everywhere.  "Let's Just Play" was recently awarded four Cable
 Television Public Affairs Association Beacon Awards, which recognize
 excellence in the public affairs industry.  For more information on the "Let's
 Just Play" program, visit
     About Be Fit Tour
     The WNBA Be Fit Tour features exercise classes, interactive basketball and
 trivia contests and appearances by top WNBA players.  Throughout the summer,
 the Tour will make stops at festivals, fairs and WNBA arenas around the
 country.  Remaining Tour stops include: Indianapolis, IN (July 23-24);
 Minneapolis, MN (July 29-30); and Seattle, WA (August 5-6).  For more
 information on the Be-Smart-Be-Fit-Be-Yourself campaign visit
     About Nickelodeon
     Nickelodeon, now in its 26th year, is the number-one entertainment brand
 for kids. It has built a diverse, global business by putting kids first in
 everything it does. The company includes television programming and production
 in the United States and around the world, plus consumer products, online,
 recreation, books, magazines and feature films. Nickelodeon's U.S. television
 network is seen in more than 89 million households and has been the
 number-one-rated basic cable network for ten consecutive years. Nickelodeon
 and all related titles, characters and logos are trademarks of Viacom
 International Inc.
     About WNBA
     The WNBA is deeply committed to creating programs that improve the quality
 of life for all people, with a special emphasis on promoting health and
 fitness, breast health awareness, reading and youth basketball programs.  As
 we mark the ninth season of the WNBA, the league and its players continue
 these efforts through the implementation of community outreach programs
 including: WNBA Be Smart-Be Fit-Be Yourself; WNBA Breast Health Awareness;
 Read to Achieve; and Jr. NBA & Jr. WNBA.
     The 2005 WNBA All-Star Game, which was played in front of a sellout crowd
 at Mohegan Sun Arena, saw the highest scoring game in WNBA history and
 culminated with a slam dunk by veteran All-Star Lisa Leslie. The ABC telecast
 reached more international viewers than ever as it was broadcast in 193
 countries by 52 telecasters in 31 languages allowing the league's global fan
 base to witness all the action.  WNBA programming is broadcast on ABC, ESPN,
 ESPN2 and NBA-TV.  For more information on the WNBA, visit

SOURCE Nickelodeon

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