Infront Asia Pioneers New Partnership with Chinese Professional Basketball League
Basketball is immensely popular in China. Its men’s and women’s national teams are amongst the best in the world and the sport has the support of millions of loyal fans. Several factors are coming together to enhance its future prospects - the CBA League has a rising fan base; the economy of China is growing very fast and potential sponsors are looking for good promotional platforms.
The partnership is structured as a joint venture company owned by Infront (49%) and the CBA (51%), in which are vested all commercial rights of the CBA League and clubs (except club title & gate) for seven years, with options for a further five years.
As well as sponsorship, the joint venture can exploit all types of revenue creation, including television, new media, licensing and grassroots programmes for sponsors. The company’s commercial activities for the League will be managed by Infront, with a deputy General Manager appointed by the CBA to coordinate liaison between Infront and the CBA and the clubs.
Paul Wong, General Manager of Infront’s Beijing office will be the CEO of the joint venture and overall responsible for the project. He will supervise a team of professionals, who will work closely with the CBA to ensure that the League is professionally managed to deliver the new marketing programme and explore all the commercial opportunities for television, sponsorship, new media and fan programmes.
“For many reasons, we believe that it is the perfect time for a company like Infront to step in and help the CBA to achieve its goals,” said John Kristick, an Executive Director of Infront Sports & Media. Never before has a foreign company had the opportunity to package and exploit a Chinese League completely in a direct partnership..
Mr. Li Yuanwei, the Executive Vice-President of the Chinese Basketball association (CBA) said: “This cooperation not only provides financial security to the CBA League and the clubs, but also an exciting opportunity to bring the League to the next level of popularity and prosperity. We are
delighted to work with Infront, which is one of the most reputable sports marketing companies in the world. We believe that the partnership with Infront will help Chinese basketball to develop in a healthy and positive way.”
Infront’s management team in China is headed by professionals with a combined experience in China of over 40 years. The company also handles key rights in the marketing of the Chinese Super League (football).
Infront’s first task in the development of the new professional league will be the presentation of a
blueprint which will reveal the new look, excitement and content of the League. A key part of this will be the re-positioning of the league and an extensive promotional campaign to raise awareness of the new image of Chinese basketball.
It will focus on the professionalism of the League, the development of services for fans and sponsors; a brand new appearance for the courts, teams and players; the production of special television shows and fans road shows around China.
For further information, please contact:
Infront Sports & Media AG
Tel. +41-41-723 15 15
Beijing Infront Sports Consulting Co., Ltd.
Tel: +86-10-8458 4698
Fax: +86-10-8458 4523