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NBA picks Prodigy for its team

The cross-promotion deal will push the NBA in a exclusive area on Prodigy, while promoting the online service during NBA games and over ESPN radio.

The National Basketball Association picked Prodigy for its team in a online marketing pact, the latest example of sports marketing on the Web.

The cross-promotion deal will push the NBA in a exclusive area on Prodigy, while promoting the online service during NBA games and over ESPN radio.

The multi-year agreement, announced yesterday, is sure to give the struggling Prodigy new promotion power in its competition with AOL and Microsoft Network.

The move comes after the NBA lost a lawsuit in January that it filed against America Online and others over the online use of NBA game statistics.

The NBA and Prodigy will create a cobranded area to launch on April 24, with content for children and teenagers, including a section where subscribers can interview NBA stars.

NBA merchandise also will get a special section pushed in Prodigy's Shopping Network.