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How NBA China’s 17 sponsors activated around the China Games

Joel Embiid of the Philadelphia 76ers speaks to media following practice for the 2018 NBA China Games between the Dallas Mavericks and the Philadelphia 76ers at Universidade Center in Shenzhen, China. (Photo by Zhong Zhi/Getty Images)

  • NBA China currently maintains relationships with 17 sponsors
  • Partners a combination of Chinese organisations and multinational companies looking for exposure in the country
  • Many partner activations consist of ticket promotions to the China Games

“This year’s NBA China Games will bring together exciting new and longstanding partners who will be activating in unique ways to create memorable NBA experiences for our passionate fans,” said NBA China chief executive Derek Chang of the sponsor activity around the recent pre-season games in Shenzen and Shanghai featuring the Philadelphia 76ers and the Dallas Mavericks.

NBA China, the entity that conducts all of the league’s businesses in China, currently maintains relationships with 17 sponsors – a combination of Chinese organisations and multinationals looking for exposure in the country.

These sponsors conducted a variety of activations to coincide with the China Games. Below is a summary of their activities.

Vivo
• The Presenting Partner of the NBA China Games delivered a special 3D court projection onto the arena floor in Shanghai

• The mobile phone operator also conducted a three-point shooting contest and brought winners from its offline activation to compete alongside celebrities and Mavericks and 76ers players during NBA Fan Day

• During both NBA China Games, Vivo hosted a concourse booth featuring its newly-launched X23 mobile phone, and brought interactive experiences to fans in the arena

JJ Redick of the Philadelphia 76ers in front of the Vivo-branded logo for the 2018 NBA China Games (Photo by Zhong Zhi/Getty Images)

Beats by Dre
• Beats invited athletes and NBA players to various activations in Shanghai

Chivas Regal
• Chivas was the Presenting Partner of the NBA China Games Welcome Reception and Party
• The drinks brand also hosted NBA legend appearances and meet-and-greets with fans in both cities

CLEAR
• Haircare brand CLEAR hosted an NBA legend at one of its offline retail stores in Shenzhen to interact with fans
• CLEAR had a product-themed on-court activation at both games to engage with fans

Ctrip
• Chinese travel operator Ctrip provided fans in China with NBA-themed travel products and services
• As part of the partnership, Ctrip invited NBA players and legends to interact with fans

Dongfeng Nissan
• Dongfeng Nissan presented NBA Fan Day, a free event to provide thousands of fans the opportunity to participate in on-court games and watch the 76ers and Mavericks showcase their skills during practice
• Dongfeng Nissan is a Partner of the NBA Cares basketball clinic in Shanghai and NBA Cares legacy project in Shenzhen
• Dongfeng Nissan conducted the national final of the “Future Star” skills challenge at Fan Day, featuring the 10 winners selected from the 2018 NBA 5v5 summer events. The two winners received tickets to the 2019 NBA All-Star Game during the award ceremony conducted at the NBA China Game in Shanghai
• Dongfeng Nissan hosted interactive games and displayed its new electric vehicle, SYLPHY, on the arena concourse

ExxonMobil
• ExxonMobil hosted an interactive augmented reality (AR) booth and photo area inside the arenas in Shanghai and Shenzhen
• As the Official Partner of the NBA Championship Exhibition, ExxonMobil invited fans in the arena to experience collaborative NBA tactical drills through its AR interactive device
• ExxonMobil invited NBA Legend Julius Erving to join the ExxonMobil brand event

Maxi Kleber of the Dallas Mavericks in action against Joel Embiid of the Philadelphia 76ers during the second of 2018 NBA China Games in Shenzhen. (Photo by Zhong Zhi/Getty Images)

Gatorade
• The “Gatorade Dream Court” shooting contest invited past “Shoot for a Million” winners to square off in a half-court shooting challenge. Each contestant represented a basketball court that needed to be refurbished, with the winning court receiving a donation from Gatorade for the refurbishment
• Gatorade hosted interactive games and product displays at its concourse booth

Harbin Beer
• Harbin Beer launched an online NBA China Games-themed video challenge, providing fans the opportunity to win an NBA China Games trip
• The Chinese beer brand hosted an NBA legend meet-and-greet for fans in Shenzhen
• It then hosted interactive booths in both Shanghai and Shenzhen to engage with fans in each arena

Linglong Tire
• Linglong Tire hosted an interactive booth at the Shanghai game to display its products and engage fans with interactive experiences

Master Kong
• Master Kong launched 700,000 special bottles featuring team mascots
• The iced tea brand hosted interactive games and displayed new products at its concourse booth
• Master Kong endorser Joel Embiid spoke to fans at a Master Kong charity event in Shanghai

Mengniu
• Mengniu launched its “Born for Greatness Shooting Star” campaign during NBA China Games to connect with consumers through online and offline activations
• The dairy company also hosted branded booths for both games to showcase the long-term partnership between Mengniu and the NBA, and to engage with fans through interactive basketball shooting games

Mission Hills
• An NBA exhibit and retail store was located in the middle of ‘Mission Hills Centerville’, featuring interactive exhibits, NBA memorabilia and merchandise and other fan experiences.

Nike
• Nike presented the ‘Dare to Become’ skills challenge during the NBA China Games, inviting participants to compete against each other to test their ball handling, passing and scoring abilities
• Nike athletes were invited to Nike’s NBA China Games activations

SAP
• SAP, together with NBA Legend Ray Allen, hosted an ‘Intelligent AI Coach’ interactive booth for fans at the game in Shanghai
• SAP was an active participant of the NBA Cares project in Shenzhen

Tissot
• Tissot hosted a basketball clinic in Shanghai to provide fans with NBA training experiences
• The Swiss watchmakers hosted a display and interactive area in both arenas and a roadshow for fans in Shenzhen with an NBA legend

X Financial
• X Financial hosted an event with NBA global ambassador Dikembe Mutombo in Shenzhen ahead of the game on October 8

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