Online travel service provider Ctrip is now the official travel sponsor of the Chinese Basketball Association.

CBA president Yao Ming penned the sponsorship agreement alongside Sun Bo, senior vice-president at Ctrip, at Shanghai's Yuanshen Sports Center last week.

"The 2017-18 season is crucial to the development of the CBA. This sponsorship deal with Ctrip will provide strong support to the further development of the league and the state of basketball in China," Yao said at a media conference to announce the deal.

The sponsorship will see brand promotions from both parties appear on each other's online and offline platforms.

Sun said that Ctrip stands to gain from the massive presence that CBA has in China, noting that the league's games are screened during primetime by 22 provincial and municipal TV stations and have always enjoyed high ratings. Fans can also catch the games on a host of online streaming sites.

With regard to consumers, Sun pointed out that Ctrip's VIP members can look forward to enjoying preferential rates at hotels located near stadiums and premium access to games.

The deal also includes a corporate social responsibility element that will see the two parties cooperate in conducting basketball-related activities in China's rural areas.

"The main objective of Ctrip is to achieve growth, and the same can be said for the development of basketball in China," said Sun.

"As a mature organization that is 18 years old, Ctrip is looking to take on more social responsibilities. This cooperation with the CBA is one of the ways we plan to do that."

Yao, an eight-time NBA All-Star and member of the Naismith Basketball Hall of Fame, was appointed as head of the CBA last year.

The first non-government official to take the helm of Chinese basketball's national governing body, Yao has promised to reform the league since taking charge.

His plans include the establishment of a developmental league to provide more opportunities for young players as well as improving the standards of the CBA draft, fitness tests and training for referees.