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Dongfeng Nissan and NBA China to strengthen youth sports marketing

By Wei Ruili 04 Jun 2018

On June 2, at the 22nd Shenzhen-Hong Kong-Macao International Auto Show 2018, Dongfeng Nissan announced that it would extend its strategic partnership with NBA China for another 3 years. The two parties have extended its previous multi-year cooperation agreement, where Dongfeng Nissan will continue its relationship with the NBA as its official market partner for the Chinese market.

Since its previous cooperation agreement with the NBA 3 years ago, Dongfeng Nissan have focused on NBA China-related events and fan engagement with the partnership helping the brand reach 950 million users online and 5.66 million people offline.

During this current extended partnership, Dongfeng Nissan will cooperate with the NBA to promote basketball and the automobile cultures, implement brand and marketing campaigns, offer benefits to basketball fans and car owners, carry out charitable activities, in order to provide fans with an immersive basketball engagement and brand experience. 

In the future, Dongfeng Nissan will also collaborate with the NBA in developing youth basketball, and will collaborate with partners from other fields to implement cross-over marketing events.

Zhang Jihui, the Deputy Director of Marketing and Sale for Dongfeng Nissan, says, “Through this cooperation with NBA, we are eager to build communication bridges with more young sports fans, advocate positive and healthy attitudes, and convey Dongfeng Nissan’s brand spirit of passion, challenge, and confidence.”

The auto brand has also executed other sports marketing events in China. Since 2014, Dongfeng Nissan has collaborated with the UEFA Champions League to implement activities such as trips to UEFA CL games, enabling football fans and car owners to watch the games live. In 2017, it title sponsored the Chengdu International Marathon and sponsored the 13th National Games. For the 2018 FIFA World Cup, Dongfeng Nissan has partnered with the  CCTV football program, Haomen Shengyan.  

Source: Sohu 

Proofread by Raymond Fitzpatrick

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