Treasury Wine Estates and NBA China announced yesterday (Thursday) a new multiyear marketing partnership.

Under the deal, Wolf Blass, Treasury Wine Estates' leading Australian wine brand, will serve as the Official Wine Partner of the NBA in Greater China, including mainland China, Hong Kong, Taiwan and Macau. Neither the financial terms of the deal nor the duration have been disclosed. 

Wolf Blass will engage NBA fans through comprehensive activations that include marketing promotions during the NBA Chinese New Year Celebration, NBA All-Star, NBA Playoffs and The Finals.

Treasury Wine Estates Chief Marketing Officer Simon Marton said, “Our long association with competitive sports and a shared passion in the chase for success makes the NBA an ideal partner. This exciting partnership will be at the epicenter of a new integrated marketing program for Wolf Blass in China commencing in 2016 that supports our growth ambitions for the brand globally.”

“We are delighted to partner with Treasury Wine Estates, which shares our commitment to excellence,” said NBA China CEO David Shoemaker. “The Wolf Blass brand embodies a genuine passion for sport, and we look forward to toasting the success of all the players, fans and partners with iconic Wolf Blass wines.”

Source: NBA China & WN

Proofread by John Devlin