NBA China raises a glass to Wolf Blass partnership

The NBA China division of North America’s National Basketball Association has entered into a multi-year partnership with Australian winemaker and distributor Treasury Wine Estates.

Under the deal, Wolf Blass has been named the official wine partner of the NBA in Greater China, an area that covers mainland China, Hong Kong, Taiwan and Macau. Wolf Blass is a subsidiary brand of Treasury Wine Estates.

As part of the agreement, various marketing promotions will be organised during the NBA Chinese New Year celebration in February, along with the NBA All-Star, Play-offs and Finals events. Financial terms of the deal were not disclosed.

“Our long association with competitive sports and a shared passion in the chase for success makes the NBA an ideal partner,” Treasury Wine Estates chief marketing officer Simon Marton said. “This exciting partnership will be at the epicentre of a new integrated marketing programme for Wolf Blass in China commencing in 2016 that supports our growth ambitions for the brand globally.”