HomeNewsNewsCar RentalBasketballChina

NBA China partners with car rental firm

The Chinese division of North American basketball league the NBA has entered into a partnership with car rental firm eHi.

The multi-year deal names eHi as the official marketing partner and car rental services partner of the NBA in China.

It marks NBA China’s first partnership in the car rental and chauffeured car services category, and eHi’s first with a professional sports league.

The company will have a presence at marquee NBA China events as part of the agreement.

“This partnership will help spread passion for basketball and enhance customers' interests and confidence in eHi,” the company’s chairman and chief executive, Ray Zhang, said. “Reaching out to sports fans is a significant formula to introduce our brand and to connect with more automotive users through our online and offline channels."

The partnership builds on an existing endorsement deal eHi has in place with Golden State Warriors star Stephen Curry (pictured).