Mengniu signed a marketing partnership with NBA China back in March, and recently it has agreed with NBA to launch NBA-packaged milk product.
NBA allowed Mengniu to use its intellectual properties to produce team-themed and player-themed product packages. 10 billion packages will start to sell in stores and on online e-commerce platforms in the near future. The teams that agreed to work with Mengniu include Clippers, Rockets, Hornets, Cavaliers, Spurs, and Warriors. Players agreed to collaborate include Stephen Curry, LeBron James, James Harden, and GDP group in Spurs.
The two sides revealed the new product on May 20. CEO of NBA China and President of Mengniu were present at the ceremony.
Apart from the new product, Mengniu will use the idea of exercise and health in its cooperation with NBA. The brand is a partner of this year’s NBA Global Game China. It organized an on-ground training camp for basketball fans which gives participants opportunities to attend the games to be held in Shenzhen and Shanghai.
Mengniu took part in NBA’s Chinese New Year activities and has plans to join other NBA activities.
The brand hopes to use NBA’s influence to increase brand awareness and sales.