Car maker FAW-Volkswagen has signed up as a commercial partner of the China national basketball team and the country’s Chinese Basketball Association (CBA) League.
The deal will run for three years, from 2014-15 to 2016-17.
The agreement between Volkswagen and the CBA was brokered by the Infront Sports & Media agency, the exclusive media and marketing partner of the national association.
FAW-Volkswagen, a joint venture between the China FAW Group Corporation and German automotive company Volkswagen, will also sponsor the annual CBA All-Star Game.
The venture has secured exclusive rights in the association’s official car category and will benefit from brand exposure opportunities within competition venues and through special promotions.
“The breadth of the FAW-Volkswagen agreement – spanning three seasons and the entire scope of Chinese basketball – is testament to the commercial power of the versatile platform and its appeal to consumers in China and beyond,” Infront China board chairman Ma Guoli said. “Securing cumulative television audiences of up to 600 million per year, there is no other sports product in the country that can offer such vast levels of exposure and impact.”