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SBD/October 10, 2012/Marketing and Sponsorship
Heat Players And Execs, NBA Look To Expand Brand, Exposure During China Trip
Published October 10, 2012
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SPREADING THE WEALTH: In Miami, Joseph Goodman in a front-page piece notes players such as James, Battier and Wade in between games, practices and league-related appearances “will find time to help market everything from shoes to soda to watches.” Heat Owner Micky Arison “hopes to foster new business relationships this week.” Arison said, “The Heat brand has become a global brand. A trip like this is great for us from a brand-growth standpoint, but not just ... for us -- also for Miami. Our jerseys say Miami, and we represent the city. It’s great international branding to take trips like this both for the team and the city” (MIAMI HERALD, 10/10).
HOPPING ON BOARD: The NBA China Games will feature Heat-Clippers matchups tomorrow at the MasterCard Center in Beijing and Sunday at Mercedes-Benz Arena in Shanghai. They will have support from marketing partners including adidas, China Mobile, Emirates, Dongfeng Fengshen, Gatorade, Harbin Beer, Mengniu, SAP, Sprite, Subway and Visa. The brands are conducting a variety of grassroots events, consumer sweepstakes and media and retail promotions that will allow winning fans to attend the games and bring international exposure to the league. NBA China also will host the first-ever Fan Appreciation Day this year on Saturday at the Oriental Sports Center in Shanghai (NBA China).