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CBA agrees sponsorship deal with Chimelong Group

Chinese Basketball Association chairman Yao Ming during the press conference for the CBA league 2018-19 at Cadillac Arena in Beijing, China. (Photo by Xinyu Cui/Getty Images)

The Chinese Basketball Association has agreed a sponsorship deal with tourist resort operator Chimelong Group, which will become a partner of the Chinese domestic league.

At the press conference and ceremony to launch the deal, CBA chairman Yao Ming said the two organisations would cooperate to create new experiences and services for fans. CBA branding will appear in Chimelong resorts and the company will help organise children’s basketball training and competitions, among other features of the deal.

Chimelong currently operates two major resorts – the Guangzhou Chimelong Tourist Resort and Chimelong International Ocean Resort in Zhuhai – and is building a third, the Chimelong Qingyuan Forest Resort.

At the deal launch, Su Zhigang, chairman of the Chimelong Group, said it represented “Chimelong plus CBA, tourism plus sports, the best parent-child travel platform plus the most popular sport for young people. I believe this cooperation…through the mutual promotion of the travel platform and basketball, will better realise the common mission of Chimelong and the CBA – ‘Let people be healthier and happier’.”

The deal launch was also attended by Gong Liangqing, president of Chimelong Group, who signed a memorandum of cooperation with Wang Dawei, the chief executive of the CBA league.

The 2019-20 CBA league season begins this evening, with the Guangdong Southern Tigers taking on the Liaoning Flying Leopards in Dongguan. A raft of changes are being introduced in an effort to improve and modernise the league, and to create a better production line for Chinese talent. The changes follow a disappointing 2019 Fiba World Cup campaign by the Chinese national team.