Chinese smartphone maker ZTE, which added two more NBA teams to its sponsorship portfolio last week, is seeking even further expansion in the U.S. sports market.
ZTE’s deals with the Chicago Bulls and Cleveland Cavaliers, announced Tuesday, add to a roster that includes the Golden State Warriors, New York Knicks and Houston Rockets. In addition, ZTE is a sponsor of NBA China and has an endorsement deal with PGA Tour pro Danny Lee.
Because industry competitor Samsung has a leaguewide deal with the NBA, ZTE has been focusing on the team level as a way to extend its brand. But deals could be ahead for ZTE beyond the NBA, as well, said Lixin Cheng, chairman and CEO of ZTE USA.
“ZTE is getting bigger in North America,” he said. “We want to continue the momentum.”
The company bills itself as the fourth largest supplier of mobile devices in the United States, based on units shipped.
For the Bulls, the ZTE sponsorship is the team’s second international deal signed in the past month. The team in early October signed a seven-year deal with Polish foreign currency exchange company Cinkciarz.
ZTE is the Bulls’ first sponsorship with a China-based company.
“The partnership marks another significant step in the team’s international growth,” said Bulls President Michael Reinsdorf.
The three-year deal with the Bulls is exclusive for ZTE, making the company 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 includes in-arena signage and hospitality, as well.
ZTE’s deal with the Cavs’ is also for three years, but it is not exclusive with the team, allowing the club to sell other smartphone deals. Cavs star LeBron James has an endorsement deal with Samsung.
ZTE’s deal does, however, provide for in-arena signage and digital branding with the Cavs. It also makes the company the presenting sponsor of Cleveland’s first planned Chinese New Year celebration, to be held in conjunction with the Cavs’ Feb. 8 game against Sacramento.
