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SBD Global/December 17, 2012/Marketing and Sponsorship

NBA Toronto Raptors Sign Partnership Deal With Chinese Company Peak Sports

The NBA Toronto Raptors introduced Chinese sports apparel manufacturer Peak Sports as the team’s newest corporate partner. The Raptors are the first professional sports team in Canada sponsored by a China-based company. The four-year partnership announcement was made at an event that included Chinese artistic performers, traditional Chinese cuisine and a free basketball clinic. The Canadian Chinese Youth Athletic Association attended the clinic led by Peak ambassador Raptors guard Kyle Lowry, who took the group through basketball drills. The partnership provides Peak Sports with significant brand promotions opportunities to broadcast and in-arena basketball audiences. These opportunities include digital signage and advertising (Peak Sports). Peak Sports' Chair Xu Jingnan said, "Internationalization has always been the main focus in the development of Peak Sports. This partnership with the Toronto Raptors will help accelerate Peak's business here in Canada and bring our product to Canadian consumers." The company's branding will be "all over the Air Canada Centre." Peak's merchandise "will also be available to Canadian consumers at the Raptors Team shop at the Air Canada Centre" (XINHUA, 12/16).
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