UPS Joins Forces With Chinese basketball
Infront Sports & Media, the exclusive marketing partner of the Chinese Basketball Association (CBA), has recruited UPS (NYSE: UPS) as an Official Partner of the CBA League and the Chinese Men’s National Basketball Team (Team China).
The multi-year China sponsorship agreement gives UPS a high profile role in support of the successful Team China as it pursues its dream of its first Olympic medal in Beijing this year. UPS will act as Official Logistics and Express Service Supplier for the CBA League and Team China, as well as implementing a series of marketing initiatives to leverage the sponsorship.
UPS, already the Official Logistics and Express Delivery Sponsor of the Beijing 2008 Olympic Games, will make the sponsorship a major component of the company’s global sports marketing strategy during the build-up to this year’s Olympic Games. The first successful public engagement for this new partnership was this weekend during the CBA All-Star Game in Chengdu.
“As basketball’s popularity continues to soar in China, with fans watching stars such as Yao Ming and Yi Jianlian competing in the NBA, our partnership with Team China and the CBA League is a dynamic new addition to our sponsorship strategy in support of the 2008 Beijing Olympic Games,” said Joe Guerrisi, Vice President for marketing, UPS Asia Pacific Region.
UPS will leverage the sponsorship through participation in marketing and promotional activities, using its access to key CBA League players and right to participate in “Fan Fest” activities. It will also work with the CBA League to honour the league’s best guard each season with the “UPS Best Point Guard of the CBA League” award.
“This is another major step forward for the CBA League” said Li Yuanwei, CBA President. “We continue to form partnerships with international companies, as the CBA League becomes the most popular and effective sponsorship platform for brands in the Chinese market”.
“The decision by UPS to support domestic basketball in parallel with its Olympic commitment is a very sound move” said John Kristick, Infront’s Executive Director Asia. “Basketball is the No. 1 selling ticket outside of the Opening Ceremony of the Beijing 2008 Olympic Games and it’s a sport where China excels. The two sponsorships will combine to produce a very strong, positive platform for UPS”. He added that “this is a positive sign for the Olympic legacy, as we see an Olympic sponsor expanding its involvement with sport beyond Beijing next year and into the future."
UPS is the world’s largest package delivery company and a global leader in supply chain services, offering an extensive range of options for synchronising the movement of goods, information and funds. Headquartered in Atlanta, Ga., UPS serves more than 200 countries and territories worldwide. UPS's stock trades on the New York Stock Exchange (UPS) and the company can be found on the Web at UPS.com. In July of 2005, UPS was appointed the Official Logistics and Express Delivery Sponsor of the Beijing 2008 Olympic Games. In this capacity, UPS will provide logistics consultation to BOCOG and assist BOCOG to develop and execute the logistics operating plan for the Beijing Games. UPS will also provide express delivery services to all venues nominated by BOCOG for the duration of the Games.
For further information, please contact:
Manager, Communication & PR
Infront Sports & Media AG
Tel. +41-41-723 15 15
Fax +41-41-723 15 16