NBA China partners with Dicos fried chicken

Taiwanese fast-food chain Dicos has signed a new partnership with NBA China, in the run-up to this year’s NBA China Games.

Under the multi-year deal, Dicos will have the rights to serve NBA-themed meals, use NBA decorations and hold NBA activities at its 2,500 stores across China.

Dicos will also hold on-site activations at this year’s NBA China Games on October 10 and 12, when the Los Angeles Lakers face the Brooklyn Nets in Shanghai and Shenzhen, respectively.

Derek Chang, chief executive of NBA China, said: “This is the one opportunity for fans in China to really engage with our product, our content, our players and our games on a live basis, so we do everything we can to make it our signature event of the year.

“Through Dicos’ expansive restaurant network, we look forward to working with them to spread the excitement of the NBA experience and culture in new ways and to more fans.”

This year’s NBA China Games will be the league’s 27th and 28th pre-season matches held in China since 2004.

Shao Xinmou, chief executive of Dicos’ parent company, Ting Qiao F&B Group, said: “This collaboration with the NBA is key to the strategic upgrading of the Dicos brand and will position us to deliver some rich experiences to consumers.”

The NBA estimates that around 700 million Chinese watched live games or league programming on television or online during the 2017-2018 season, and the NBA has over 200 million followers on Chinese social media platforms.

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