ZTE Teams Up With Chicago Bulls, Alcatel OneTouch With NYCFC

Chinese smartphone makers see pro sports sponsorships as way to build brand awareness.
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Chicago Bulls president/COO Michael Reinsdorf with Lixin Cheng, chairman /CEO of ZTE USA

ZTE and Alcatel OneTouch are expanding their pro-sports sponsorships to grow consumer awareness.

ZTE became the official smartphone of the Chicago Bulls, and Alcatel OneTouch became the official smartphone partner of Major League Soccer’s New York City Football Club (NYCFC).

In 2014, ZTE expanded its NBA partnerships by becoming the official smartphone sponsor of the New York Knicks and Golden State Warriors. Last year, ZTE also extended its existing sponsorship with the Houston Rockets for another year.

For Alcatel OneTouch, the NYCFC sponsorship expands the company’s third MLS club partnerships to three teams, including the LA Galaxy and Toronto FC.

As part of ZTE’s three-year agreement with the Bulls, ZTE becomes presenting partner of “Bulls-Eye View,” a series of behind-the-scenes pieces of Bulls content that will appear on Bulls.com. ZTE and the Bulls will also hold a co-branded sweepstakes twice each season, giving Chicago area fans a chance to win a backstage Bulls-Eye View experience. ZTE also gets permanent logo placement on two basketball pole pads, scoreboard features, courtside signage and a promotional night, among other things.

Also as part of the deal, ZTE committed to supporting large local community events such as the Chicago Bulls’ Pacific Garden Mission Thanksgiving Dinner. “This is just one way ZTE will utilize the relationship with the team to engage and build relationships with consumers in the Chicago area,” ZTE said.
The partnership focuses on “on bringing Alcatel OneTouch mobile experiences to the Club’s fan base – both in-stadium and in the greater New York City communities,” the company said. The deal “will deliver new pre-game and in-game experiences, social media and digital campaigns, in-game brand advertising, in-market promotions and community engagement,” the company said.

NYCFC is the newest professional soccer team in New York City and the first Major League Soccer Club to play within the five boroughs.

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