The NBA will tip off a comprehensive promotion around the Chinese New Year beginning on Tuesday and running through Feb. 4 with 23 live games broadcast and streamed live in China. As an official partner of NBA Chinese New Year Celebration 2014, Mengniu will activate through various marketing initiatives, including a Chinese New Year-themed sweepstakes which will distribute more than 3 million Chinese New Year gifts to consumers across China. NBA China will conduct a series of online and social media promotions during the campaign. Fans will be able to participate through the NBA official Sina Weibo, Tencent Microblog and Weixin accounts to win the opportunity to attend the Chinese New Year viewing party in Shanghai and other NBA prizes.
YEAR OF THE HORSE: This year’s broadcasting schedule will feature live games and coverage of in-arena celebrations on CCTV 5, BTV, Chongqing Satellite TV, Fujian TV, Sina, LeTV, Videoland Taiwan, Fox Taiwan, Elta Taiwan and Taiwan Mobile. In addition, 10 NBA teams will promote the Year of the Horse Chinese New Year in their market with fan giveaways, musical performances, dancers, food, courtside signage, floor decals and partner activation.
The Houston Rockets, who drafted Yao Ming in '02, and currently include Jeremy Lin on their roster, will begin the Chinese New Year promotion on Tuesday, when they host the San Antonio Spurs. The other teams included in the campaign are the Miami Heat, Toronto Raptors, Golden State Warriors, Brooklyn Nets, Washington Wizards, L.A. Lakers, L.A. Clippers and the Sacramento Kings. All 14 NBA teams playing on Jan. 28 will wear specially designed Chinese New Year shooting shirts. This is the third year of the campaign, which has reached 96 million viewers and 107 million viewers in China the last two years, according to league officials.
