Top Brands Gearing Up for NBA’s China Games
Six major brands have signed as marketing partners of the NBA China Games 2004.
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| Customers purchasing a NBA China Games Combo Meal at McDonald’s locations in China get a poster like the one above |
McDonald’s, Budweiser, The Coca-Cola Co., Eastman Kodak Co., Reebok and The Walt Disney Co. will participate in the event, which marks the first-ever NBA games in China, scheduled for Oct. 14 and 17 when the Houston Rockets and the Sacramento Kings play preseason games in Beijing and Shanghai.
All of the China Games marketing partners will be conducting NBA-themed events and activities in China and will be advertising on television in the U.S. and China during the Games.
McDonald’s will celebrate the NBA’s arrival in China with NBA China Games Combo Meals and China Games trayliners at their 600-plus restaurants throughout China. For every purchase of a NBA China Games Combo Meal, customers will be given one of four limited edition NBA posters featuring players on the Rockets and Kings. Rockets center Yao Ming has an endorsement deal with McDonald’s.
Budweiser will feature Games-themed in-store displays, Games free giveaways of items like balls, watches and coasters, and will hold a lucky draw instant-win sweepstakes for tickets to the China Games.
Coca-Cola is conducting the Coca-Cola NBA Jam Tour, an interactive basketball event for fans, at multiple locations in China. NBA players from the Rockets and Kings will appear on 20-ounce bottles and 12-ounce cans of Coca-Cola throughout China. Coca-Cola will also host basketball clinics in both Beijing and Shanghai featuring NBA personalities and conduct sweepstakes with in-store displays.
Eastman-Kodak is conducting a NBA mini poster giveaway free with any digital printing of 30 photos. It will also conduct a lucky draw retail promotion in Shanghai and Beijing and will post Kodak Picture Maker digital printing kiosks at the China Games arenas.
Reebok plans to unveil its first-ever Yao Ming signature shoe, “High Post,” at a court dedication in Shanghai. Reebok has also opened its first free-standing retail store in Beijing in advance of the China Games and will conduct sweepstakes in six markets across Asia promoting NBA merchandise and Reebok footwear.
Walt Disney will promote the new Hong Kong Disneyland, scheduled to open in 2005-06, through the China Games. Disney will also team with the NBA to hold Read to Achieve events at youth centers in Beijing and Shanghai. ESPN will also launch a Chinese-language edition of ESPN The Magazine.
