Chinese smartphone maker ZTE has signed sponsorship deals with the Bulls and Cavaliers, adding to the company’s roster of NBA team deals that also includes the Knicks, Warriors and Rockets. Both deals are three-year agreements. The Bulls’ agreement is an exclusive deal that makes ZTE the official smartphone of the team. ZTE also will be the presenting partner of “Bulls-Eye View,” video content that will appear on Bulls.com. The deal also includes in-arena signage and hospitality. The Cavs’ deal is not exclusive, though it does make the company presenting sponsor of the team’s first Chinese New Year celebration to be held in early February. Both deals were announced prior to last night’s Cavaliers-Bulls game (John Lombardo, Staff Writer).
In Chicago, Danny Ecker noted ZTE fills a sponsor category for the Bulls "that has been empty since Motorola was the team's official smartphone partner several years ago." The deal also "further validates the team's influence overseas, where it's hoping to continue to capitalize." Bulls President & COO Michael Reinsdorf: "It's a foot in the market. When we go into China and we want to look at projects or opportunities with different companies, at least we can look to them and say, 'Look, we're partners with ZTE.' It gives us a lot of credibility" (
CHICAGOBUSINESS.com, 10/27).
