Already the ‘official dairy product’ of the NBA in China since 2007, the new deal will see the duo team up to promote the importance of sports and nutrition in Hong Kong, Indonesia, Macau, Malaysia, the Philippines and Singapore through NBA-themed promotions, grassroots events and NBA media programmes.
Mengniu will become presenting sponsor of ‘Hoop Party’, an NBA TV show that will focus on fitness, health and localised basketball-related lifestyle content, which will begin airing in June in Hong Kong and Singapore.
On the marketing front, there will also be crossover marketing between the two brands in their TVC, print and online campaigns, NBA-themed Mengniu products will be sold in Mengniu’s 4,000 retail locations across the six markets.
Mengniu was heavily integrated into grassroots events such as NBA Jam Van and the NBA China Games 2007, part of the NBA’s 170 events in China last year. Mengniu also promoted the 2007 NBA Playoffs on 60 million milk cases in China.
