Basketball is the number one sport in China. Infront’s long-term partnership with the Chinese Basketball Association (CBA) has been in place since 2005 and focuses on the commercial and sportive facets of the CBA Professional League.
For over 10 years, Infront played a key role in increasing the strength of the events as a TV product and its appeal as a marketing platform – for Chinese as well as international brands.
With 3x3 set to be played at the Olympic Games for the first time during Tokyo 2020, Infront China's role as exclusive marketing partner is to help commercial development of the event. The launch of the "Road to Olympics" tournament is one way Infront and the CBA are helping innovate the concentrated discipline of the sport in the country.