Chinese sportswear firm Anta has formed what has been described as a “strategic partnership” with the Chinese University Basketball Association. The deal, which starts immediately, will see Anta provide equipment and assist in the development of the game in the country.

Anta is already a prominent sponsor of Chinese basketball. It currently sponsors the Chinese Basketball Association as well as basketball programming on Chinese state channel CCTV.

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The Chinese University Basketball Association is modelled on the American National Collegiate Athletic Association (NCAA) in the United States. Formed in 1998 CUBA now encompasses over 700 universities with over 10,000 players playing in over 2,500 matches every year.

Anta Sports’ brand director Xu Yang said: “CUBA has chosen us to be its partner and that is a vote of confidence in Anta Sports. We will continue to work towards keeping CUBA as the most influential basketball tournament, and inspiring all university students in China with our ‘keep moving’ spirit.”