NBA Partners Push China Games Exhibitions
The National Basketball Association has lined up a roster of marketing partners to drive interest in its upcoming trio of exhibition games in China.
Adidas, The Coca-Cola Co., DHL, Gatorade, Lenovo, McDonald’s, Mengniu, Motorola, Spalding, Sohu and Toyota are offering events and promotions to hype up the games and give fans the chance to attend the games between the Cleveland Cavaliers, Orlando Magic and the Team China All-Stars on Oct. 17-20.
“Our unique array of marketing partners will help us bring the experience of NBA China Games to our fans throughout China,” said Mark Fisher, senior vice president of NBA China, in a statement.
The league recently announced the creation of NBA China headed by Tim Chen, former head of Microsoft’s China operations. The move is seen as a prelude to an NBA-managed domestic league in China, so drumming up fan fervor around the sport is part of the game plan.
Adidas is setting up a three-day event preceding the exhibition opener in Shanghai, with basketball clinics and appearances by NBA stars and ex-players, culminating with an HD viewing party of the game. Adidas is also refurbishing a basketball court at a local migrant school.
DHL is running a promotion giving online members a chance to watch the game by accumulating points or through a lucky draw. Meanwhile, Gatorade is offering 400 fans a shot to see the games in Shanghai and Macao under a scratch and win” card promotion with each Gatorade purchase.
Lenovo is offering a separate contest. People who buy its peripheral products can enter the product serial code on the Lenovo Web site for a chance to win tickets to the Shanghai game.
And those who buy Mengniu products can enter an online trivia contest to win a trip to the Shanghai, with 80 winners to be picked. Toyota is conducting a ticket contest in its Shanghai dealership and dealerships in two other cities.
For its part, McDonald is running an essay contest. People who submit a short essay with a photo demonstrating their devotion to basketball to http://www.NBA.com/China may be chosen for a McDonald’s casting call in four cities. Two people will be chosen from 50 selected to meet NBA players on the court in Shanghai during the pre-game shoot around.
Winners of the nationwide Motorola NBA 2v2 Basketball Challenge will receive tickets to the Shanghai game, a chance to shoot around with the players and have their pictures taken with former NBA stars Darryl Dawkins and George Gervin.
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