Editor’s note: This story is revised from the print edition.
The NBA’s growing base of Chinese commercial partners are flexing their marketing muscles behind the NBA Global Games, which begin this week in Milan and continue in Europe, China and South America.
The NBA played its first games in China 11 years ago and formed NBA China in 2008, and the league is seeing increased activation around its two games there this month.
“We’re seeing opportunities there now beyond our traditional businesses,” said Emilio Collins, NBA executive vice president, global marketing partnerships. “We’re in the process of developing NBA branded destinations there; you’ve seen us in the arena business; and our licensing business is taking us to a host of new product categories.”
The NBA’s newest sponsor with rights in China is Nissan (Kia holds U.S. rights) and the manufacturer will be presenting sponsor of an NBA fan appreciation day for the games in China and will support NBA Cares charitable activities.
With the new addition of Nissan, 18 sponsors hold NBA rights in China, including Anheuser-Busch for its Harbin beer brand, and Unilever. Other big activators in China include Gatorade, offering a million yuan (around $157,300 in U.S. dollars) to a fan in China who can sink a half-court shot as part of a national promotion.
Marriott, another new NBA partner, will host and entertain top members of its Marriott Rewards loyalty program throughout the games and employ a social media campaign through #Aroundtheworld, which will share content to demonstrate the global nature of the hotel chain.
New NBA global sponsor Pepsi supports its Chinese megabrand, Master Kong iced tea, with retail displays and basketball-themed packaging. Continuing its mission to unite its biggest sports and entertainment properties, Pepsi will back the performances of Chinese pop star Lay Zhang at the Oct. 14 game in Shanghai.
American Airlines will activate in Europe and China, focusing on its new Beijing to Dallas route. Dairy marketer Mengniu is also activating throughout China with packaging featuring the marks of the participating NBA teams: the Los Angeles Clippers and Charlotte Hornets.
