Bringing together the very best of Chinese basketball talent to play a one-off exhibition game each year between the North and South All-Star teams, Infront has developed a marketing platform with long lasting appeal and growing commercial success to support Chinese basketball.
A glittering highlight for Chinese basketball
As part of the full season of events by the CBA League, the CBA All-Star Game concept developed by Infront has helped to boost exposure for the league and its players and complement the value of sponsorship for commercial partners. Through impressive promotional campaigns it has become a glittering fixture in the Chinese basketball calendar and stands to elevate China’s leading domestic sport even further in the future.
Increasing audiences, appeal and fascination to elevate the league
Eagerly anticipated, the CBA All-Star Game generates attention with fans, sponsors and media even before the event itself. The online ballot held on the official CBA website encourages fans to vote for the participating teams. In 2013, a total of 4.3 million fans participated in the ballot, almost four times more than in the previous year. Television coverage achieves tremendous additional exposure to the CBA League with the event surpassing the milestone of 100 million viewers for the third consecutive year in 2014. Furthermore, an average 180+ reporters from print, online and broadcast media are accredited to cover the event annually. On the sponsorship side, the impressive line-up of both strong domestic and international brands and their activation around the event also increases perception not only of the sponsors but also for the sport in China.
- CBA All-Star weekend is a showcase for top national basketball stars
- It has strengthened the CBA League to increase the popularity of basketball in China
- The game is one of the most popular TV sports events in China, with over 100 million viewers
- The CBA All-Star event highlights the wider value and benefits of the game for all stakeholders