Lenovo signs up with NBA for global alliance

Under the multi-year deal, which will see Lenovo become the official PC partner of the NBA, Lenovo will provide the brand's top PCs to courtside statisticians, referees, coaches and players, as well as the 'Lenovo Stat', a unique statistic which measures the effectiveness of different combinations of players, and what effect they have on games over the duration of the season, among other activations covering the sport.

"As a worldwide Olympic Games sponsor and now an NBA partner, Lenovo is using the common language of sport to build awareness globally," said Alice Li, vice-president, global Olympic marketing and head of brand communications, Lenovo China.

According to Li, Lenovo is seeking to communicate the brand's strengths in teamwork and innovation through elements of the Lenovo Stat, while at the same time educating consumers on the synergies it shares with the NBA: a focus on excellence, performance and building communities.

Part of the deal also includes partnering with the NBA Cares programme, a global initiative in which Lenovo will donate personal computers to underprivileged communities.

"We are taking action to establish Lenovo as a compelling brand worldwide. We are diversifying our initiatives, with new campaigns on the web, expanded public relations and corporate social initiatives and sponsorships," said Li.

Lenovo is the latest high-profile Chinese brand to align with the NBA, after leading appliance manufacturer Haier became the NBA's official HD television partner in April.