Haier steps up US push via NBA deal

<P>BEIJING: Leading Chinese appliance manufacturer Haier has stepped up its push into the US market, signing a strategic marketing partnership with the National Basketball Association (NBA), aimed at lifting Haier's presence on the global stage.</P> <P><BR>Signed last month, the reciprocal deal will also see the NBA link with Haier in the burgeoning mainland market, tactically aligning the two brands through a number of through-the-line activations, which will allow the NBA to leverage Haier's market dominance among Chinese consumers. </P> <P><BR>In the US, the multi-year deal will see Haier named the official partner of high definition televisions for the NBA, a move which will help promote its coming HD television line in America. </P> <P><BR>According to company chiefs, the deal will give Haier access to the NBA's vast marketing platforms, including advertising, sponsorship, media and on-ground initiatives. This season, the NBA plans to broadcast 142 games on national TV, on ABC, TNT, ESPN and ESPN2.</P> <P><BR>"In mainland China, Haier is a very well-known household electronic brand name," said a Haier spokesperson. "But in the overseas markets, we are still a rather unknown brand, with the market not at all familiar with Haier."</P> <P><BR>The NBA, meanwhile, is eager to capitalise on Haier's brand status in China in order to support the sports organisations' grass roots movement, enhance awareness of its media platforms and continue community service activities important to both brands, which focus on improving the lives of young Chinese.</P> <P><BR>"It's a great brand fit," said Mark Fischer, vice-president, NBA China. "NBA and Haier share a commitment to innovation, quality, technology and customer service." </P> <P><BR>According to Fischer, basketball, in particular the NBA, is the most popular sport among consumers up to the age of 30, a trend similarly reflected in the older demographic, despite the popularity of football.</P> <P><BR>"We certainly don't limit ourselves to a certain fan base in China, so our goal would be to make it the clear number one sport in China, and to maintain and continue to expand on that," said Fischer.</P> <P><BR>Fischer added the NBA -- currently available on 24 networks from tier one through to tier four cities -- is aiming to expand its media presence on the mainland, with a raft of new programming designed at broadening the sport's appeal.</P> <P><BR>"We're coming out with newer programming which we hope to put on an additional 25 to 50 networks, which will have a lot of unique basketball lifestyle content relevant to the Chinese audience," he said.</P> <P><BR>Fischer said discussions were currently underway with Haier's China and US operations to decide upon the promotional strategies for both brands in both markets.</P>