Greater China: Zenith China unit scoops CBA deal

BEIJING: ZenithOptimedia has clinched a PR deal with the China Basketball Association (CBA) in a pitch that included PR agencies and sports marketing firms. Zports, a Chinese sports subsidiary of the media agency, will provide brand communication consultancy, PR and media buying services. The unit first started working with the CBA two years ago providing market research and business development advice. Adam Zhang, Zports associate director, said that ZenithOptimedia's changing focus from media to communications enabled it to provide the CBA with a range of services such as strategy research, communication channel planning and brand evaluation, while Zports supplied specialist sports knowledge. "We have plenty of skills and experience in the sports marketing field, which is very different to media planning or buying," he said. The CBA will intially focus on promoting itself through events marketing and media relations, though it will be increasing the money it spends on marketing.