As marketing partner to the CBA, Infront sealed one of the most comprehensive agreements in sports history with sports brand Li Ning committing as apparel supplier to all CBA clubs for five years (2012/13 to 2016/17).
Creating opportunity for sport & brand
In a major long-term sponsorship agreement with Li Ning, the world’s third largest sports apparel company, Infront not only brokered an agreement that would achieve a striking presence for the domestic brand in its home market but a strong foundation for the continued success of the CBA League. Gaining Li Ning as an Official Partner signified a major sponsorship commitment and a notable contribution to the continued development of Chinese basketball.
Li Ning all-across the league
The all-encompassing role as apparel supplier included the right to develop and sell merchandise at all CBA League venues as well as online and in stores across the country. The strategy from the outset for the brand was to make full use of the CBA league platform as a strong sales driver - benefitting from extensive exposure via on-court advertising, high-profile media coverage, digital media and TV advertising slots on CCTV-5. Promotional tactics include a full range of activation opportunities such as player endorsements and campaigns to support existing grass root programmes.
- High profile exposure for Li Ning in domestic territory
- Agreement benchmarks CBA League with other major properties re-enforcing the value of the platform
- It sends a powerful message to media and sponsor partners keen to align with the CBA sports brand
- Integrated and consistent sponsorship approach across all clubs strengthens and unifies the League's image as a whole