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