NBA signs exclusive deal with 21 Comms

<P>SHANGHAI: Wireless service provider 21 Communications has signed an exclusive deal with Ultimate Pros, giving it wireless content distribution rights for a number of NBA stars -- including two of the biggest names in the sport, Tracy McGrady and Allen Iverson.</P> <P><BR>Inked late last month with the US-based company -- which manages the digital rights for several leading NBA players -- the deal gives 21 Communications access to 12 stars in total. </P> <P><BR>The official wireless service provider for China Mobile and China Unicom, 21 Communications will produce mobile screensavers, wallpaper, mobile games and videos, ringtones and other associated content, which will be made available for download on mobile phones. Significantly, the format will also allow for branded content opportunities, with advertisers able to have branding displayed prominently within the content itself.</P> <P><BR>"Raw footage is collected in the US; we localise it for China," said David Turchetti, CEO, 21 Communications. "Sponsored content channels offer brands the unique opportunity to provide free content that consumers want, while engaging them in an opt-in marketing dialogue.</P> <P><BR>"The brand sponsor is represented on the mobile wallpapers and videos and games themselves, which are downloaded and stay on consumers' mobile phones." </P> <P><BR>According to Turchetti, China Mobile and China Unicom have more than 400 million subscribers, with 100 million having access to mobile internet via WAP, a key channel for accessing the content. "Furthermore, the sponsor is able to capture a valuable database of opt-in customer profiles, including telephone numbers, for use in future permission-based remarketing," he noted. "21 Communications will work with the sponsor to ensure that the database marketing is deployed in a sensible way, so that the dialogue between the brand and customer is valuable for both parties."</P> <P><BR>The deal comes hot on the heals of a strategic marketing partnership between one of China's leading consumer appliance brands, Haier, and the NBA, lending weight to the sport's rising popularity on the mainland.</P> <P><BR>"Professional basketball stars are one of the key sponsorship properties for major sports apparel and FMCG brands, and nearly every sports brand in China has at one time or another sponsored a basketball star, especially since Yao Ming," he said.</P>