46664 and Euroleague Basketball announce collaboration
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 Barcelona, 19 January, 2009. Euroleague Basketball and Nelson Mandela's HIV/AIDS charity, 46664, are delighted to announce a new collaboration agreement that will develop during the rest of the 2008-09 season and beyond. The announcement of the agreement was made during the Top 16 Draw, held today in the Museu Olímpic i de l'Esport in Barcelona, to determine the groups that will play in the Euroleague's second phase. During this season several initiatives will be developed between the two companies, among them two special "46664" competition dates during the Top 16 phase, with a potential viewing audience of 2 billion people through 53 official broadcasters in 168 countries on all five continents, and special events during the Final Four.
This collaboration ties in very well with 46664's overall global campaign and the Euroleague for Life Social Responsibility Program. The charity uses sport, music and entertainment events to deliver messages of HIV/AIDS prevention and hope to the youth and young adults of the world. In 2008, London's Hyde Park hosted the 46664 concert to celebrate Nelson Mandela's 90th birthday. It was a hugely successful event that raised £7.5 million for the charity and, given its vast global media coverage, reached a potential target audience the size of a third of the world's population. The photographs taken during Nelson Mandela's visit to London by renowned portrait photographer Terry O'Neil were then exhibited at the prestigious Royal Albert Hall in September.
Euroleague Basketball offers another great opportunity for 46664 to gain further international attention and to engage people in the need to take responsibility for themselves, hence the campaign's slogan: "It's in our hands".
As Mr. Mandela has said: "Sport has the power to change the world. It has the power to inspire and to break down barriers, and to unite people around the world in a way that little else does. It talks to the youth of the world in a language that they understand. Therefore, it is important that we use this powerful vehicle for unity, to rally support for the HIV AIDS cause."
"We are proud to sign an agreement to collaborate and offer our platform to raise awareness of Nelson Mandela's HIV / AIDS charity, 46664," states Mr. Jordi Bertomeu, Euroleague Basketball CEO. "Through developing our Euroleague for Life programme, we aspire to reach out to those people who have not been as fortunate as us."
For more information on 46664 please contact Katie Phillips at The PR Office at press@46664.com
To download images please go to www.46664.co.uk/press
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