ZTE was the sponsor of NBA in China for the past few years and another smartphone brand Vivo has replaced ZTE as the sponsor of the basketball league in China.
For this time, the partnership between Vivo and NBA is more than just a sponsor for the basketball league. In the future, Vivo’s brand will be integrated into the basketball matches in China and other fans related activities. Furthermore, the smartphone company will introduce “Vivo Basketball Project” among universities in China. In addition, they will create a special basketball section on their forum as well.
Vice President of Vivo Global, Ni Xu Dong said that Vivo will introduce smartphones with NBA theme as well as accessories related to the basketball league. The upcoming devices of X and X Play series have the potential to get a taste of NBA.
Apart from ZTE and Vivo, several tech companies have invested in the sports industry in order to boost their branding. Sony was a sponsor of Italian football club Juventus in the 90s and the Japanese brand was Italian most popular brand during that period. TV maker Hisense was a first tier sponsor of Euro 2016 in France. Vivo has also became the sponsor of cricket league in India.
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