Haier Extends NBA Sponsorship Pact

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New York - The National Basketball Association (NBA) said Wednesday that it has extended its multi-year marketing partnerships with Haier America and Nike.

The deals involve a variety of NBA-themed promotions, including advertising, retail promotions, hospitality and NBA-themed sweepstakes, according to a statement from the league.

The partnerships also include activities with NBA Digital, including media, digital promotions, and special content on NBA.com and NBA TV, along with advertising commitments on NBA national game telecasts on ABC, ESPN and TNT.

"Haier and Nike are leading companies and have been excellent NBA marketing partners over the years," stated Mark Tatum, NBA marketing promotions executive VP. "Both of these partners have made significant commitments to our game, and we look forward to continuing these relationships and working together to help advance their respective businesses and engage our fans."

Haier will continue to leverage its status as the official HDTV of the NBA in an effort to promote and market its HDTV product line.

The company will continue to present the daily play-of-the-day feature on NBA.com and will retain its position as title partner of the Haier Shooting Stars at NBA All-Star Saturday Night.

Haier will also become an official promotional partner of the NBA Development League, as the presenting partner of the NBA D-League Dream Factory Friday Night at NBA Jam Session presented by Adidas during NBA All-Star 2010 in Dallas the NBA said.

"Our partnership with the NBA has been a key branding initiative for Haier and our flat-panel television product line," said Michael Jemal, chairman of the board of Haier America. "From the Haier Play of the Day to Haier Shooting Stars, our presence with the league has grown and we have been able to connect with the league's rabid fan base."

Nike will use the league and some of its players in worldwide advertising campaigns for basketball products.


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