NBA widens reach

The NBA has been making inroads in China on the back of star Chinese player Yao Ming and collaborations with local companies. The basketball league, which estimates that its programming reaches more than 314 million viewers in China, already has a strong presence on the web through local portal Sohu.com. The latest deal, which comes on the heels of a tie-up with sports brand Li-Ning, will permit China Mobile to use a range of NBA marketing assets to promote its services and will see NBA wireless content distributed to millions of consumers across the country. NBA Entertainment's executive vice-president, global media properties and marketing partnerships, Heidi Ueberroth, who is responsible for all development and distribution of NBA and WNBA content worldwide, said: "Our fan base is really made up of early adopters of technology and consumers who are dependent on mobile communication. (Mobile content) is a significant category for (NBA's) growth in China." The alliance will focus on the promotion of China Mobile's M-Zone platform, a subscription and content package targeted at teens and young adults. China Mobile will kick off the deal with a series of consumer promotions, sponsorship of the league's national and regional television programming, the NBA's Chinese website and through the support of on-ground events. Mark Fischer, managing director at NBA China, said: "Several years ago, for a couple of years, we had a tie-up with Far East Tone in Taiwan for its phone card and media elements. But this is the first comprehensive relationship where we're working on consumer promotions, media sponsorship, and grassroots events, including the summer Jam events." China's mobile phone users increased by 9.25 million in the first two months this year, bringing its total to 344.07 million at the end of February, according to the Ministry of Information Industry.