Infront’s unique task
Infront Sports & Media is the exclusive global marketing partner of the Chinese Basketball Association (CBA) for the country’s men’s and women’s national basketball teams. This role covers all key aspects of marketing, including sponsorship, television, new media / image rights and the technical development of the Chinese national teams.
Infront’s unique task is more than commercial. It has promised to help raise China’s position in the FIBA world rankings and — based on Team China’s performance at the Beijing Olympics and major basketball events — it is succeeding. This kind of partnership between a Chinese sports body and an international sports marketing company creates a powerful synergy in the promotion of Chinese basketball to the world.
A nation on the rise
Basketball is one of the most popular sports in China; the country is an emerging power in the world game. Its men’s team took gold in the last Asian Games in December 2006 and reached the quarter-finals at the 2008 Beijing Games, having fought its way through the most difficult group in the Olympic basketball tournament.
The women’s team also took gold at the last Asian Games and is ranked as one of the best teams in the world. In the 2008 Olympics, it successfully reached the semi finals. The sport appeals to both male and female fans - attracted to the fast, dynamic, powerful and competitive spirit of the game.
As a result of Infront’s existing and parallel role with the Chinese Basketball League, there is a unique opportunity for broadcasters and sponsors to focus on Chinese basketball as a dynamic product and take advantage of the synergy between the CBA League and Team China. This will further help to put Chinese basketball on the world map and exploit its potential to the full as the best way to reach Chinese consumers through their favourite sport.
Most popular in China
Basketball is already one of the most popular television sports in China. It has overtaken football as the number one domestic sport with viewers. The number of players in the country is huge. 40% of China’s children regard basketball as their favourite sport. The superstars of the Chinese men’s team include Yao Ming (a seven-time NBA All-Star) and the two young stars Yi Jianlian (Washington Wizards, entered the NBA in 2007) and Sun Yue (played in the NBA in 2008/09).
Strategic partnership with CCTV
Infront China and CCTV Sports Promotion Corporation (CCTVSP) have formed a strategic partnership in order to support the television coverage of Team China games. The aim is to help put a domestic – as opposed to imported – sport in a strong position in the Chinese ratings adding significantly to the return for the sponsors who support Team China.
This year Team China is competing in a series of warm-up games in preparation for the Asian Games in November. In the summer they battled it out against strong competition from Argentina and Lithuania and have further games against Brazil and the Lithuanian Siauliai Club scheduled for October/November. The women’s warm ups against Australia and Cuba also took place over the summer months. All the games held in China are being covered on CCTV-5, attracting up to 5.7 million viewers on average per match.
Sponsor support grows
With Infront’s help, there is now a properly co-ordinated sponsorship platform. All events have a cohesive, immediately recognisable look and feel, so that fans can identify with Team China. The new “look” contains elements that reflect the traditions of China and at the same time the vibrant attributes of the sport of basketball. As a result awareness for the Team China Basketball is rising more and more.
This exciting marketing platform attracts global brands, such as Tissot, Nike, UPS, and national partners, including China Mobile, TCL, NetEase and Pearl River Beer.
The sponsorship opportunities with the Team China Basketball are Main Sponsor, Official Suppliers and single Game Naming Sponsor. The offered packages include:
- Advertising in camera view on rotating advertising boards
- Logo integration on all official print materials and on the official website
- Right to use the Team China group image, Team China logo and designation for promotional purposes
- On-site promotional activities
- Possibility for franchising
- Access to the hospitality area
Transforming Chinese basketball
Together with the CBA, Infront is implementing a comprehensive and jointly-designed technical development plan for the men’s and women’s national teams. This includes the recruitment of top international coaching staff, nutritionists, scouts, psychologists and other fitness experts in support of the teams.
A build-up programme for global events
One of the major objectives of the national team programme is to provide Team China with the highest quality opponents and to give the players as much experience as possible with the style of basketball they will face internationally. To help achieve this, there is an annual programme of national team games, to help prepare the teams for global events such as the Olympic Games, the FIBA World Championships and the Asian Games. This programme is the core of the offering to sponsors. In the build up to the Olympic Games, 15 cities across China hosted 21 games.
