TORONTO, May 12, 2008 – NBA Canada, the National Basketball Association’s Toronto-based office responsible for growing NBA business and popularity in the country, announced today a new marketing partnership agreement with Parmalat Canada Inc. and a staff restructuring to keep pace with the increased fan interest and business opportunities following one of the most competitive regular seasons in NBA history.

Through the new partnership, Parmalat Canada becomes the “Official Cheese of the NBA in Canada” and joins adidas, Coca-Cola, Colgate-Palmolive, EA Sports, Gatorade, Nike, Sirius Satellite Radio, Spalding and Wrigley’s as official marketing partners of the NBA in Canada.

Parmalat Canada will develop NBA-themed marketing programs to promote its Cheestrings and Ficello brands. Together the companies will promote a healthy and active lifestyle to parents and children and look to grow the sport of basketball in Canada. Parmalat Canada will be an official partner of NBA 3on3, the NBA’s grassroots tournament being held in eight Canadian cities this summer, and will have a strong presence throughout the event.

To keep pace with NBA growth in the country, Dan Mackenzie, formerly Director of Marketing, has been named General Manager of NBA Canada, where he will be responsible for growing the NBA's Canadian TV business in conjunction with Maple Leaf Sports and Entertainment, as well as through digital media, marketing partnerships, events, and merchandising. Mackenzie reports to Scott O’Neil, Senior Vice President, Team Marketing and Business Operations, who is based in the league’s New York headquarters.

Additionally, George Dudas has been named Manager, Business Development while Leah Brown has been named Manager, Licensing and Merchandising. Jonathan Chang has joined NBA Canada as Manager, Marketing Partnerships.

NBA fan interest in Canada increased during the 2007-08 NBA regular season as television viewership, traffic to NBA.com and attendance at Toronto Raptors home games were all up compared to the previous season.

Viewership of NBA games, which air on CBC, TSN, Rogers Sportsnet, The Score, Raptors TV and Sun TV, were up an average of 32%; Traffic to NBA.com from Canada was up 28% in daily unique visitors; and attendance at Toronto Raptors home games increased by over 6% and arena capacity was over 98%, up from 92% last season.

NBA Canada has renewed key marketing partnerships with Colgate-Palmolive, whose Speed Stick brand is the official Deodorant of the NBA in Canada, and Wrigley’s, the official Gum of the NBA in Canada, since the end of the 2006-07 season.

“As interest in basketball continues to grow in Canada -- represented by heightened participation, viewership and attendance, we have dedicated increased resources to growing the NBA across the country,” said NBA Deputy Commissioner Adam Silver. “Our new partnership with Parmalat will help educate our fans about health and nutrition and further promote NBA basketball in Canada.”

"The NBA is strong and growing in Canada, and this partnership allows us to promote our brand's proposition of health and fun across a variety of platforms," said Nash Lakha, President & CEO of Parmalat Canada. "By aligning with the NBA's grassroots events, we have created the opportunity to promote our philosophy of a healthy and active lifestyle to parents and children, especially in today's world where childhood obesity is a growing concern.”

During the 2007-08 regular season, the NBA had four players from Canada on rosters, including two-time NBA MVP Steve Nash of the Phoenix Suns; Joel Anthony, Miami Heat; Samuel Dalembert, Philadelphia 76ers; and Jamaal Magloire, Dallas Mavericks. Overall, the NBA had 76 players from 31 countries on rosters this season including 50 who are competing in the Playoffs. NBA games and programming are televised to 215 countries and territories in 41 languages and more than half of the traffic to NBA.com comes from outside the U.S.

About the NBA in Canada
The NBA, founded in 1946, is a global sports and entertainment brand that features 30 teams in the United States and Canada. During the 2007-08 season, the NBA will distribute games and programming to 215 countries and territories in 41 languages. The league’s worldwide reach can also be seen with 76 international players from 31 countries and territories on NBA rosters. In Canada, the NBA broadcasts more than 500 games nationally in Canada on CBC, TSN, Rogers SportsNet, The Score and Raptors NBA TV and has digital media relationships with Bell Mobility, Bell Sympatico, TSN and Rogers Sportsnet. Entering its 12 year, the NBA 3on3 tour stops in 8 Canadian markets and provides basketball players a safe and fun environment to showcase their skills and enjoy the true NBA experience.

NBA Cares is the league's social responsibility initiative that builds on the NBA's long tradition of addressing important social issues around the world. Through this umbrella program, the NBA, its teams and players have committed to donating $100 million to charity, providing a million hours of hands on service to the community and creating 250 places where kids and families can live, learn or play. In Canada, the NBA Cares tour is entering its 3rd season and will stop at Wal-Mart stores during the month of August to raise awareness and funds for the Children’s Miracle Network.

About Parmalat Canada
With over 120 years of brand heritage in the Canadian dairy industry, Parmalat Canada is committed to the health and wellness of Canadians and markets a variety of high-quality food products that help them keep balance in their lives. Parmalat Canada produces milk and dairy products, fruit juices, cultured products, cheese products and table spreads with such respected brands as Beatrice, Lactantia, Astro, Black Diamond, Cheestrings, Ficello and Balderson. Our employees' continued commitment to quality and innovation has helped Parmalat Canada become one of the largest, most-dynamic food group companies in Canada, employing more than 2,900 people with 18 operating facilities across Canada.