Inner Mongolia Mengniu Dairy Industry (Group) Company (Mengniu) and the National Basketball Association (NBA) announced a new multi-year marketing partnership agreement to promote healthy lifestyles to young people in Asia by utilizing Mengniu’s and the NBA’s expertise in nutrition and sports respectively. The partnership marks the extension of a relationship started in China in 2007, with Mengniu serving as the “Official Dairy Product” of the NBA in China. Under the new agreement, Mengniu will team up with the NBA to promote the importance of sports and nutrition in six countries and territories in Asia, including Hong Kong, Indonesia, Macau, Malaysia, the Philippines and Singapore through NBA-themed promotions, grassroots events and NBA media programs. (NBA Press Release, 5/7/08)
Anschutz Entertainment Group (AEG) and the NBA are close to announcing an agreement to develop and operate up to 12 arenas in China. The deal would represent another key step in the NBA’s vision for its own league in Asia, while adding more facilities to the global expansion effort under AEG. Moreover, the deal builds on an existing partnership between AEG and the NBA to run the 18,000 seat arena being built for the 2008 Beijing Olympics, the Wukesong Indoor Stadium, after the Summer Games have ended. (Sports Business Journal, 5/18/08)
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