New York, N.Y. –
said Wednesday that it will again have sponsorship presence at the 2012 NBA
All-Star festivities in Orlando, Fla., this Saturday.
Haier will be the title partner of the Haier Shooting Stars
competition, and will serve as the presenting partner of the NBA Development
League Dream Factory.
“NBA All-Star continues to be a showcase for the Haier brand as
we tip-off on Saturday night with the Haier Shooting Stars competition and
launch a new television commercial,” said Richard Block, Haier America branding
and creative VP. “We introduced the Haier brand to the NBA audience a few years
back and felt the need to re-introduce our product line in a more modern and
relevant fashion, keeping in line with the brand’s attributes.”
This will be the sixth consecutive year Haier is to lead off the
NBA All-Star Saturday Night presented by State Farm with the Haier Shooting
Stars competition which features NBA players, WNBA players and NBA Legends in a
The Haier Shooting Stars airs live at 8p.m. ET Feb. 25
During NBA All-Star action on Saturday night on TNT, Haier will
also launch a new television commercial that will run through the rest of the
The spot, created by Los Angeles based 3 Ring Circus, highlights
Haier’s full product lineup from appliances to televisions.
For the first time, the Dream Factory Dunk Contest presented by
Haier will take place at halftime of the 2012 NBA D-League All-Star Game
presented by 26 Seconds, which begins at 2p.m. ET, Feb. 25th, and will be
broadcast live on NBA TV.
The 3-Point Competition and the Shooting Stars, which are both
presented by Haier, will take place following the conclusion of the NBA
D-League All-Star Game and will be streamed live on nba.com/futurecast.
Haier is the Official HDTV of the NBA, and presents the “Haier
Play of the Day” feature on
visit the website to see a selected highlight video of a play sponsored by