The National Basketball Association and Inner Mongolia Mengniu Dairy Industry Group announced an upgraded marketing partnership on 16 March to promote a healthy lifestyle to young people throughout China by utilizing Mengniu’s and NBA’s expertise in nutrition and sports respectively.

In addition to the current partnership in areas such as media, activites and marketing promotion, NBA China made their first authorization for Mengniu to use their official logo on dairy products across China. 

The licensed product mainly is Mengniu Pure Milk, the most profitable single product of Mengniu Group. According to the scheduled, Mengniu will launch the NBA-themed pure milk product from next month (April) and it is estimated that the output of the NBA-marked pure milk product will be more than one billion in 2015. Mengniu will be fully responsible for the production, distribution and marketing of the product and NBA China, as the related IP rights holder, will provide any NBA elements which are needed for the product design. 

Apart from the licensed product, Mengniu will continue to partner with NBA to further promote basketball and healthy and active lifestyle across China through participation in activities such as NBA Global Games, NBA Chinese New Year celebration and NBA Nation, and supporting O2O initiatives.

Mengniu hope to attract more attentions from young generation and refresh brand image in young customers through the upgraded cooperation in products, interactive programs and new media communication.

Source: Xinhua, China Daily