On the eve of the opening of the fourth season of the Sina 3X3 Basketball Golden League (SGL), the league has embraced their first ever automobile sponsor, Haima Automobile Group. 

At a press conference held on March 6, Sina and Haima signed an agreement, making the latter the Top Strategic Partner of the SGL. According to Liu Haiquan, the General Manager of Haima Automobile Sales Co., Ltd., the main reason why Haima partnered with the SGL is the connection between the brand’s focus on young people and the league’s attractiveness to young people. 

Under this partnership, Haima will feature its latest model of cars around the courts in the 2018 SGL, so that players and spectators of the league can experience them. Additionally, the 2018 SGL Champions will be provided with a prize offered by Haima.  

The brand will also launch other marketing campaigns through this partnership with SGL, including basketball-related interactive campaigns taking place in certain Haima 4S shops, as well as social media campaigns for fans and players. 

Inaugurated in 2015, the SGL is one of Sina’s original IP events. This year, the SGL will begin on March 17 in Xiamen, Fujian Province comprising 16,000 teams with 64,000 players in total. The total prize money on offer for this year’s tournament is RMB2m which is said to be the highest prize money offered by a 3X3 basketball tournament in Asia.  

Haima Automobile Group Co., Ltd., founded in 1988, is located in Haikou, China. The Company has a registered capital of RMB1.64 billion and total assets of RMB13 billion. Haima, which was listed on the Shenzhen Stock Exchange in 2008, mainly specializes in automotive industry.

Source: Yutang Sports

Proofread by Raymond Fitzpatrick