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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