China: Infront signs Zhujiang Brewery as the official beer of team China basketball

Infront Sports & Media agreed a new commercial partnership for China’s national basketball team with The Pearl River Brewery, SportBusiness reported June 4.

Under the deal, The Pearl River Brewery (Chinese name: Zhujiang Brewery) becomes the Official Beer of the Team China Basketball. The brand will benefit from a comprehensive package of exclusive marketing rights and will support the Team China Basketball in its preparations for the Beijing 2008 Olympics.

Infront is the exclusive marketing partner of the Chinese Basketball Association. Team China Basketball is busy training in Beijing for a Four-Nation Men’s Basketball Invitational Tournament that takes place in June next month. This tournament is part of an intensive technical preparation programme for the national team, designed by Infront as part of its in-depth partnership with the CBA. It involves China, Australia, Croatia and
Italy.

Paul Wong, Managing Director of Infront China, said, “We are receiving tremendous support for the national basketball team from leading Chinese corporations and warmly welcome the addition of Pearl River. There are 300 million basketball fans in China, which gives so much scope for a leading beer brand to activate this sponsorship to maximum effect.”

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