Smoking inside NBA arenas has long been banned, so why is lighter maker Zippo buying signage at the Prudential Center? The team will soon announce it has signed a one-year deal with Zippo for signage as well as spots on Nets' radio broadcasts and ads on both the team's English and Russian websites.
It's not about US sales, the Times reports, but selling more lighters in Russia, where smoking is still very prevalent--and a major health issue. Thanks to Mikhail Prokhorov, more Nets games are being broadcast in Russia, the Times notes. That gives American companies a chance to reach Russian consumers without having to advertise in Russia.
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Nets' Latest Sponsor Lights Up for Russia - Ken Belson - New York Times