Chinese University Basketball Association (CUBA) has announced a partnership deal with NetEase, a leading internet company in China.

Under the deal, NetEase, who has partnered with Blizzard Entertainment, a US-based premier game developer and publisher, will serves as the official game partner of the collegiate basketball competition from the new season. 

“We are pleased to announce our sponsorship with CUBA in hopes that we can enhance our presence among college students through the strategic partnership and bring more joyful experience to college students,” Li Riqiang, Vice President of NetEase said at the press conference.

“CUBA is one of the most popular sports events among young people, which is full of passion and energy.  We believe NetEase will be more connected with hundreds of thousands students through the partnership,” Li Qilin, General Manager of Viva China Sports, added. 

Founded in 1996, the league,originally intended to mirror the NCAA Men’s basketball, has now become the most competitive and popular college basketball completion in China with more than 1,200 teams competing in the event. 

Source: People.cn