Consumer electronics company Pisen Electronics has signed a deal with the Chinese Basketball Association to become an official sponsor of the CBA League.
Pisen specialises in mobile phone accessories. The Guangzhou-based company is looking to build brand recognition in younger consumer demographics and basketball fans within the China, especially on social media. Basketball engages 55 million active users on social media platform Weibo, according to a white paper on the CBA released by Deloitte last year.
Pisen is also a partner of the Chinese national table tennis team. The company was previously the title sponsor of CBA team the Sichuan Blue Whales during the 2016-19 period – the club was known as Sichuan Pisen under the agreement.
The new deal was signed by Wang Dawei, the CBA’s chief executive, and Zhao Guocheng, the chairman of Pisen, at an event last Sunday, with Yao Ming, the chairman of the CBA, in attendance.
According to Chinese media, Zhao said: “Sports marketing is part of a long-term strategy for Pisen. We have looked at the growing number of avid sports fans in China, as well as its positive social aspects of teamwork and fulfilling personal potential, which also matches our own company culture. For the last 16 years, Pisen has continued to evolve with consumer culture with our products and services, and will continue to do so in different global markets.”