Warner Bros Consumer Products has signed a three-year deal with British Basketball, which will see the development of a series of marketing and commercial initiatives based on its Looney Tunes Active brand.
BB is the official body that represents the Elite Great Britain basketball squads.
The Looney Tunes Active brand and key characters - including Bugs Bunny, Daffy Duck, Tweety, Sylvester and Taz - will be incorporated into all BB marketing for the duration of the deal.
The key focus for 2009 is Game On At The O2, which takes place from August 14th to 16th at The O2 in London. WBCP will be hosting a Looney Tunes Active zone at the entrance of The O2, where children and families will be able to shoot hoops and participate in a variety of physical activities inspired by the key characteristics of the Looney Tunes.
Costume characters will be making appearances before and after the games, as well as during the game intervals. A cross marketing and PR campaign - including a Looney Tunes Active presence on the BB website and advertising in the event programme - has been negotiated as part of the deal.
"This exciting new venture with British Basketball is an excellent opportunity to showcase the frenetic and active nature of our Looney Tunes characters," commented Bruno Schwobthaler, senior VP of sales and business development at WBCP EMEA.
Simon Tuckey, commercial director at British Basketball, added: "Looney Tunes Active has had unprecedented success in Spain and we are, therefore, understandably excited to be their chosen sports team in Britain."