NBA China announced earlier this month that it has teamed up with world-class marketing partners to enhance the experience of NBA Global Games China 2014 presented by ZTE in Shanghai and Beijing for fans across China.
NBA China Global Marketing Partnerships Senior Vice President Raymond Tao and partner executives spoke at a press conference to tip off NBA Global Games fan engagement.
NBA legend and three-time NBA All-Star player Glen Rice appeared at the conference and joined in shooting contest with fans.
Along with ZTE as presenting partner of the NBA Global Games China, additional partners for the games include adidas, Clear, Harbin Beer, SAP, Sprite and Mengniu.
The NBA and its partners will engage fans through live events, media promotions, consumer sweepstakes and retail promotions that offer the opportunity to attend the games in Shanghai and Beijing.
Global Games 2014 in China will tip off on October 12 when the Sacramento Kings and the Brooklyn Nets play at the Mercedes-Benz Arena in Shanghai at 12:30 PM. The teams will meet again at the MasterCard Center in Beijing on October 15 at 7:00 PM.
The Nets’ roster includes NBA Champion and 15-time NBA All-Star Kevin Garnett, 7-time NBA All-Star Joe Johnson and 3-time NBA All-Star Deron Williams while the Kings feature a talented young roster led by DeMarcus Cousins, Rudy Gay and Ben McLemore.
It will be the second trip for both of the teams to China as the China game enters its 10th year. The Kings played in Beijing and Shanghai in 2004 while the then-New Jersey Nets played in Beijing and Guangzhou in 2010, both against Yao Ming’s Huston Rockets.
Below are highlights of how each partner will enhance the fan experience:
As presenting partner of the NBA Global Games in Shanghai and Beijing, ZTE will present half-time performances during two games
ZTE will host interactive games and have products on display for fans at the concourse booth during the two contests
ZTE will continue to work with the NBA to explore potential partnerships on products and content so as to bring Chinese fans with more authentic NBA experience
adidas will conduct a retail promotion in key markets where fans who purchase basketball products may receive complimentary tickets to the games in Shanghai and Beijing
adidas will operate NBA Store booths at each arena offering official NBA Global Games gear
adidas will distribute t-shirts on the court as part of their “adidas Free Stuff Timeout”
Clear will launch NBA team-themed shampoo bottles through activations during the Global Games with the participation from NBA Legend
During the games, Clear will host interactive games and have products on display for fans at the concourse booth
Harbin Beer has launched the “Time for Harbin Beer” campaign and will conduct retail promotion in key markets to give fans the opportunity to win NBA Global Games tickets and other prizes
Fans will have the opportunity to meet Harbin Beer brand ambassador Shaquille O’Neal in Shanghai on Oct. 12
Harbin Beers will host interactive games and have products on display for fans at the concourse booth during the two contests
Empowered by SAP, a new NBA stats section will be launched on NBA.com/China in September. Chinese fans will also have full access to NBA.com/stats.
SAP will highlight its statistical analytics capacity through digital campaigns and onsite displays
Sprite will host interactive games and product displays for fans at the concourse booth
Sprite will host the “To Be Yourself Moment” during the games, giving fans a chance to be featured on the big screen in each arena
Mengniu will launch NBA Global Games-themed digital campaigns to give fans the opportunity to win NBA Global Games tickets and premiums
During the games, Mengniu will host interactive games and have products on display for fans at the concourse booth.