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 shooting contest.
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 NBA season.
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
. Fans visit the website to see a selected highlight video of a play sponsored by Haier.