Tsingtao Brewery Co. has signed a multi-year agreement with the Cleveland Cavaliers that sees the Chinese beer become an exclusive partner of the NBA franchise.

Tsingtao will be the exclusive Chinese beer of Quicken Loans Arena, and has signed the deal in the same week that the Cavaliers confirmed that Kenny Huang Jianhua and a group of Chinese investors will take a 15 per cent stake in the franchise.

"As the NBA's presence and global popularity grows by leaps and bounds in Asia, the Cavaliers are proud to be part of the forefront of NBA teams in establishing these types of relationships," said Cavaliers and Quicken Loans Arena president, Len Komoroski. "Teaming up with the best-selling Chinese beer in the world and showcasing Tsingtao to our fans at Quicken Loans Arena is very exciting for us."

Tsingtao's president of global marketing, Xu Yan, added: "This is a win-win partnership between the Cavaliers, Quicken Loans Arena and Tsingtao. The Cavaliers' large, passionate fan base and the excitement of everything at The Q are a good match for Tsingtao.

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"Meanwhile, the NBA and the Cavaliers will continue to strengthen their outreach to fans in China as the popularity and promotion of the game continues to expand in China and around the world. We also look forward to extending our relationship to the charity sector here in the future to help share Tsingtao's brand positioning of passion, success and happiness."

More than 300 million people play basketball at some level in China, and it is regarded as one of the key overseas markets as the NBA looks beyond its own shores. During the 2009-10 season, 34 Cavaliers games are slated for broadcast on television in China.