NBA basketball franchise the Minnesota Timberwolves has agreed a multi-year partnership with Chinese consumer electronics manufacturer TCL.
The deal names TCL as the official TV of the Timberwolves and the Minnesota Lynx WNBA women’s team.
TCL, which is headquartered in Guangdong, China, will benefit from brand exposure through signage, in-arena activations, a TCL Performance of the Game social media feature and community relations events.
The Timberwolves’ partnership with TCL comes after Chinese investment in the team in June. Lizhang Jang, founder of Shanghai-based sports marketing firm Double-Edged Sports Company, became the first Chinese owner in NBA history by securing a five-per-cent stake in the franchise.
“TCL is a rapidly growing company looking to bring its global success here to the U.S. and we look forward to bringing their brand to life in this market,” Ryan Tanke, chief revenue officer for the Timberwolves and Lynx, said. “It’s also a very natural fit with both of our organisations’ ties to China.”
The Timberwolves begin the 2016-17 NBA season with an away game against the Memphis Grizzlies tomorrow (Wednesday).