China Mobile moves to mobilize NBA
(China Daily)
Updated: 2005-04-09 09:28

Following in the footsteps of the sportswear company Li Ning, China's mega telecommunications company China Mobile has joined up with NBA China in the hope that arguably the world's most popular tournament can reach more Chinese people.

Under the new deal, China Mobile will become the NBA's authorized telecommunications service provider in China, giving its users the advantage to participate in various NBA activities. Those lucky users of China Mobile will have the chance to see the NBA games held in China and the United States in the future.

Furthermore, China Mobile will utilize M-Zone, its wireless E-service aimed at young consumers, to provide up-to-date NBA news, results, team logos and photo downloads.

"As the global leader in sports and sports marketing, the NBA is seeking out partnerships with those leading brands in other industries," said Mark Fischer, general director of NBA China.

"I think China Mobile totally fills that bill. This is a win-win co-operation," he added.

In January, China's famous sportswear brand Li Ning signed with NBA China, allowing it to sponsor eligible NBA players.

The NBA has an enormous impact in China and according to a survey by TNSSPORTS last year, 93 per cent of Chinese males under 25 are interested in the game, with 75 per cent describing themselves are NBA followers.

Thanks to Yao Ming, the Houston Rockets Chinese star centre, the NBA's influence has been growing rapidly, especially after two pre-season NBA games were held in Beijing and Shanghai last year.

Some 14 television stations in China have the right to broadcast NBA games of the 2004-05 season, with viewer numbers reaching 30 million a week.

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