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Wednesday, January 18th, 2012 at 10:00 am  |  7 responses

NBA Embracing the Chinese New Year


As the NBA’s relentless marketing machine penetrates deeper and deeper into China, the two partners continue to strengthen relations, and expand NBA offerings to Chinese hoops fans: “The NBA announced Tuesday it will host its first-ever NBA Chinese New Year Celebration Jan 21-28. The comprehensive, week-long NBA Chinese New Year Celebration 2012 will pay tribute to the league’s Chinese fan base with live games, customized coverage and a variety of NBA-themed events in China and the U.S. The NBA, with the support of its television and digital partners in China, will recognize and celebrate the Year of the Dragon with customized coverage of 21 games across CCTV 5, BTV, GDTV, GZTV, NowTV, NBA TV, Sina, and Tencent. NBA China marketing partners Boshiwa International Holding Limited, Dongfeng Aeolus and PEAK Sports are co-presenting partners of the NBA Chinese New Year Celebration 2012. During the celebration, Chinese fans will be able to watch top NBA teams, including the 2010-11 NBA Champion Dallas Mavericks, featuring Chinese player Yi Jianlian, as well as the Miami Heat, Los Angeles Lakers, Chicago Bulls and the Oklahoma City Thunder. To tip off Chinese New Year and continue throughout the week, the Washington Wizards and Golden State Warriors will host in-arena celebrations on Jan. 23 and Jan. 28 respectively. Fans in attendance will experience a variety of elements and activities that pay tribute to Chinese culture. In addition, the players will wear specially designed Chinese New Year shooting shirts from adidas, the league’s official on court apparel outfitter, which will be available for fans worldwide at NBAStore.com. Fans in China will be able to vote for the most valuable player of all games broadcast on Sina and Tencent on the official NBA microblogs on Sina, Tencent and Tencent Q zone.”

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  • Jer dawg

    Somebody call the Knicks and get Jeremy Lin back onto the NBA courts instead of those D league places if you want to market towards the Chinese demographic. The Knicks suck with Iman Shumpert running point. What’s the big deal with Landry Fields starting anyway. get Lin starting Pg and have Iman on SG.
    It’s not like Lin is going to shoot or handle a whole lot with that starting lineup. THAT’S how you cater to the Chinese fanbase. Stupid James Dolan! Stupid Warriors for letting Lin go! At least Yi Jianlian is sitting on the bench. The only time he’ll see court is on Chinese New Year week. Make it happen!

  • http://slamonline.com tolo64

    The use of sport to build bi-lateral realtions. Chinese see through this. I think it’s good especially considering the amount of US bonds China owns. This shows that basketball could really save the world…

  • SCOTTY D

    I realize he’s not chinese but Wataru Misaka deserves all the love he can get. No one talks about how the guy to break the NBA’s color barrier was Japanese…in the 1940s!!! These guys wrote a pretty awesome piece about him. Heroes and Villains: http://ow.ly/8y1if

  • KING

    f*ck china

  • bike

    Just exactly what are “specially designed Chinese New Year shooting shirts” anyhow??????

  • http://kobebeefnba.com LDR4

    How is Charles Barkley going to handle this?

  • http://www.slamonline.com spit hot fiyah

    good lookin out scotty d

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