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MUMBAI:
Infront Sports & Media and the Chinese Basketball Association
(CBA) have reached an agreement to extend their current partnership
by a further five years.
As
the exclusive commercial partner for the CBA League worldwide,
Infront's role is in-depth and involves every aspect - from
commercially developing the CBA League to global sponsorship
sales.
In
addition, Infront handles the media rights for all league
games, with the aim of further raising national and international
awareness of Chinese basketball.
The
new agreement between the CBA and the international sports
marketing company is an extension of the previous seven year
contract, which was originally granted in 2005. The partnership,
which covers all commercial rights of the CBA League, has
proven to be the catalyst to realising the full potential
of the vibrant league.
Between
2005/06 and 2011/12, the total number of league sponsors has
tripled - from nine to 27.
This
development went along with a growing demand by international
sponsors keen to access the growth market of China. Major
global brands secured by Infront include: Nike, UPS, Tissot
and Konica Minolta.
According
to the company, each sponsor benefits from the unique activation
opportunities with many also making use of the synergy offered
by Infront's simultaneous relationship with Team China Basketball
- a partnership that was also extended by a further eight
year commitment in 2011.
In
addition, an international breakthrough for the platform was
reached in 2011, when Infront signed a broadcasting agreement
with One World Sport to deliver the CBA regular games to North
America for the first time.
In
the new five year term, Infront will - together with the CBA
- continue to develop the professional media and marketing
concept of the League to correspond with the up to date market
needs. Television production quality and distribution will
be further optimised, whilst there will also be a constant
focus on enhancing the digital media platform.
CBA
VP Xin Lancheng said, "Over the past seven years, the
CBA League has made significant progress across the board
- in terms of the sportive performance, the commercial value
and the social impact. Infront has been a key partner in this
process and shares the association's vision regarding the
long-term development of the league. We are looking forward
to partnering with Infront for the next five years and to
further enhancing the league's profile as well as repaying
the fans, society and commercial partners for their consistent
support."
Infront's
President & CEO Philippe Blatter said, "We are proud
of the extension to our successful partnership with the CBA
for both, Team China and now also the CBA League. China is
a key market for sport and the Infront Group will, in partnership
with the CBA, continue to develop and deliver superior value
to its key properties for the ultimate benefit of the sport,
the clubs, the players, the partners and the fans. With our
international expertise and local know-how, we will also continue
to pave the way for strong national and international partners
to take advantage of an association with China's top sport."
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