Beijing, China – The Chinese Basketball Association (CBA) and its exclusive media and marketing partner, Infront Sports & Media, have secured a three year sponsorship agreement with the car manufacturing giant FAW-Volkswagen Automobile. Announced at a press conference in Beijing today, the agreement as Official Sponsor includes the full breadth of basketball in China. It covers the CBA League, the CBA All-Star Game and the men’s national team – Team China Basketball – through until the 2016/17 season.
FAW-Volkswagen is a joint venture between the China FAW Group Corporation and Volkswagen AG. As a result of the new agreement, the company will receive exclusivity in the Official Car category and benefit from a full range of brand exposure opportunities in camera view, including on-court LED advertising.
Further activation rights, such as promotions during game breaks as well as special events with players, are included alongside merchandising opportunities and a hospitality contingent. In addition, a composite CBA logo, which integrates FAW-Volkswagen’s corporate identity, is being launched and can be used across all of the brand’s communication activities.
Leveraging China’s most popular sport
As Official Partner of the flagship Chinese basketball events – FAW-Volkswagen will be involved across all 380 games of the Chinese Men’s Basketball Professional League, including the regular season starting in November this year, the playoffs as well as the popular CBA All-Star Weekend. In addition, the company will be involved in approximately 20 national team matches per year.
Huge audience appeal
The CBA events hold huge TV audience appeal. In 2014, the final six games of the CBA Professional League alone reached a cumulative TV audience of 162 million on CCTV and other regional TV networks in China. Together with the CBA All-Star Game, reaching average cumulative audiences of around 100 million, and the National Men’s warm-up matches, which equate to an additional 62 million, the impact of the sponsorship through TV exposure alone is hugely significant.
Hu Hanjie, FAW-Volkswagen Sales company Ltd. General Manager, said: “It is a great honour for Faw-Volkswagen to become a partner of the Chinese Basketball Association. The agreement demonstrates our commitment to supporting the development of Chinese basketball. The partnership is a strong fit and a great milestone achievement for both sides – with the CBA League as the best professional league in China and Faw-Volkswagen as the top car manufacturer in China. The full energy characteristics of the sport, its appeal to young people and the team sport character suits the core values of Faw-Volkswagen very well.”
Ma Guoli, Chairman of the Board of Infront China, said: “The breadth of the FAW-Volkswagen agreement – spanning three seasons and the entire scope of Chinese basketball, is testament to the commercial power of the versatile platform and its appeal to consumers in China and beyond. Securing cumulative TV audiences of up to 600 million per year, there is no other sports product in the country that can offer such vast levels of exposure and impact. Building on our exclusive marketing concept, state-of-the-art advertising solutions and activation support, we will support FAW-Volkswagen to implement its partnership most efficiently.”
FAW-Volkswagen Automobile Co. Ltd. is a large-scale joint venture passenger car manufacturer between the FAW Group Corporation and Volkswagen AG established in 1991. The company covers an area of 1.16 million square meters with a total investment of RMB 11.13 billion and registered capital of RMB 3.71 billion. The product offerings of FAW-Volkswagen have extended from the Jetta sedan to include the Bora IV, Caddy MPV, Golf IV, Magotan (European Passat), Sagitar (European Jetta), Audi A4, and A6L. Production capacity had reached an annual output of 660,000 units.
About Infront Sports & Media
Infront Sports & Media is the most respected sports marketing company in the world, managing a comprehensive portfolio of top properties. Led by President & CEO Philippe Blatter, Infront covers all aspects of successful sporting events – including distribution of media rights, sponsorship, media production and event operation – and has won a reputation for its high standards of delivery. As the number one player in winter sport and with a leading role in football and summer sports, Infront enjoys long-lasting partnerships with 160 rights-holders and hundreds of sponsors and media companies. Headquartered in Zug, Switzerland, Infront has a team of experienced staff working from 25 offices across 12 countries, delivering 3,400 event days of top class sport around the world every year.