Strategic Alliance

In 2007, FedEx Corp. and the National Basketball Association (NBA) extended their U.S. strategic marketing alliance, which made FedEx the "Official Air and Ground Delivery Service of the NBA." In support of its NBA alliance, FedEx formed endorsement agreements with five international NBA players to help their marketing strategy as well. In my personal opinion, I don't think there is a better way to advertise than to take a NBA star ,who many people admire, and advertise with their association. It is just brilliant! “When you combine the global reach of FedEx with the international diversity of our game, it presents us with an enormous platform to jointly market the NBA and FedEx to our fans.” By using strategic alliances and internal expertise, it ensures their value added products and services will integrate into "the best of the trades."