USEUROPEAFRICAASIA 中文雙語Fran?ais
    China
    Home / China / Focus

    Sponsorships are major revenue source

    China Daily USA | Updated: 2014-04-04 11:55

    For NBA China, corporate sponsorships (signage sales) have been a major part of revenue, and throughout the years big multinational corporations such as McDonald's, Budweiser, Coca-Cola and Adidas have used the NBA to expand their market shares in China.

    Following the big multinational corporations, some Chinese companies have also jumped on the NBA platform to capture the domestic market in China. NBA China's current major sponsors include AB InBev (Harbin Beer), Adidas, Cathay Financial Group (Taiwan), Gatorade, Mengniu Milk, Nike, PEAK, SAP, Spalding, Sprite and ZTE Mobile. Five of them came from the Chinese mainland or Taiwan.

    Chinese companies also have been jumping on the NBA's marketing train for international and US markets by doing national or regional deals with the NBA in the US.

    For example, PEAK, a major Chinese shoe manufacturer, first established home-stadium sponsorship with the Rockets at the end of 2005 and still maintains that relationship today. PEAK signed a sponsorship with NBA China for the first time in 2007. According to its company website, PEAK ranks third in NBA endorsements and it has had contracts with nine NBA players to market their shoes through the years.

    Another recent example is ZTE USA's deal with the Rockets. On October 5, 2013, the team and Dallas-based ZTE USA, the US branch of the Shenzhen-based Chinese cellphone manufacturer, announced their new partnership, making ZTE the official smartphone of the Rockets.

    Cheng Lixin, CEO of ZTE USA, said during a phone interview that after 15 years in the US, the company now wants to be a leader in the US smartphone marketplace and hopes to build its brand awareness by going with the Rockets.

    "We are monitoring and reviewing the numbers and we will compare the preseason and after-season data. I am confident we will advance to be the No 3 in market shares in the US from our current No 4 position by year 2016," Cheng said.

    According to Cheng, the parent company ZTE Mobile signed a new multiyear marketing partnership with NBA China within two weeks of its Rockets' deal announcement, making ZTE the first-ever presenting partner of an NBA game in China.

    "It's a well-thought strategy within the ZTE," said Cheng. ZTE USA will soon launch a new product called "Rockets Phone" with more advanced technology, and ZTE Mobile will also develop an NBA device in China, all in an effort "to reposition and refresh our brand".

    Whatever the undisclosed number Cheng is seeing, ZTE USA seems to be quite satisfied with the Rockets partnership; both parties recently renewed the agreement for another year while being less than half a year into their first year.

    Even some Chinese governmental agencies look to the NBA for promotion in the US. In 2013-2014 season, the Beijing Municipal Tourism Development Commission contracted with the San Antonio Spurs to promote its tourism by having "Travel to Beijing" ads displayed during its 30 home games. In mid-March, the commission held a special promotional event when the Spurs played the Utah Jazz. It has been doing similar promotions with the NBA since 2009, according to the commission's Vice-Chairman Wang Yue.

    Editor's picks
    Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
    License for publishing multimedia online 0108263

    Registration Number: 130349
    FOLLOW US
    最近中文字幕电影大全免费版 | 无码国产精品一区二区免费式直播 | 国精品无码一区二区三区在线蜜臀| 国产成人无码精品久久久免费| 中文字幕欧美日本亚洲| 中文字幕国产精品| 国产亚洲精品无码成人| 亚洲精品无码久久久久去q| 中文字幕免费视频一| 日本公妇在线观看中文版| 国产亚洲美日韩AV中文字幕无码成人| 中文字幕日韩第十页在线观看 | 日本妇人成熟免费中文字幕| 精品亚洲A∨无码一区二区三区| 超清无码无卡中文字幕| 最近免费中文字幕大全免费| 亚洲人成无码www久久久| 成人免费无码H在线观看不卡| 亚洲AV永久无码精品网站在线观看 | 久久亚洲中文字幕精品一区四| 亚洲毛片av日韩av无码| 国产在线观看无码免费视频| 国产成A人亚洲精V品无码性色| 亚洲AV无码1区2区久久| 亚洲av永久无码精品古装片| 97无码人妻福利免费公开在线视频 | 最近免费中文字幕大全免费版视频| 中文字幕亚洲男人的天堂网络| 四虎成人精品国产永久免费无码 | 国产成人无码a区在线视频| 国产网红无码精品视频| 无码av免费一区二区三区| 亚洲AV区无码字幕中文色| 无码专区中文字幕无码| 无码午夜人妻一区二区三区不卡视频| 国产成人无码一区二区三区在线 | 伊人久久一区二区三区无码| 亚洲?v无码国产在丝袜线观看| 无码精品人妻一区二区三区影院| 国产日产欧洲无码视频无遮挡| 无码专区国产无套粉嫩白浆内射 |