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Harlem Globetrotters go mobile to extend brand

The Harlem Globetrotters are making their way around the world even faster now, thanks to a new iPhone application.

The Globetrotters along with Candystand.com have released a mobile version of their popular "Spin That Ball!" game. This is the first iPhone game to be solely team-branded and the team's first mobile game application developed exclusively for iPhone and iPod Touch devices.

"Traditionally, the Harlem Globetrotters have been almost a one-platform brand -- live event -- with very little to touch and feel about the brand once the show left town," said Brett Meister, vice president of communications for the Harlem Globetrotters, Phoenix. "This is part of the overall strategy for brand extensions, under the direction of our CEO Kurt Schneider."

The Harlem Globetrotters are an exhibition basketball team founded in the 1920s. They combine theater, comedy and athleticism into their act and have traveled to more than 120 countries and six continents, more than any other sports franchise in history.

The team is sponsored by Campbell Soup Company, IHOP, Spalding, and America's Best Contacts and Eyeglasses, and have entertained over 130 million fans around the world.

Candystand.com is an online portal for gaming and entertainment. The company created other phone applications such as "ElectricBox." The game was was launched Aug. 5.

The Globetrotters game launched in February and Candystand.com said there's been a wide fan response allowing for the game's transition to an iPhone application. The iPhone application costs $0.99 but is still free on Candystand.com

The game features Globetrotter Special K Daley and enables iPhone and iPod touch users to control his finger as to balance and spin the team's famous red, white and blue ball for as long as possible. Spin That Ball! has been enhanced for the Apple devices with touch and tilt screen capabilities.

By adding the iPhone application, the Globetrotters are expanding their already impressive reach.

"I think the Globetrotters have the advantage of having a fan base in at least 120 countries around the world; the world is [their] hometown, rather than being based in one city," Mr. Meister said. "It gives the team something their fans can [use to] connect with them every day, no matter where they are, until the team comes back to town for their annual live show."