Chinese sports investment company Golden Star is the new naming rights sponsor of the Boomers, Australia’s national basketball team.
The four-year deal focuses on promoting sporting ties between China and Australia.
Golden Star has commercial interests in both basketball and football, and is actively involved in sports marketing and sponsorship in China and Australia.
Basketball Australia chief executive, Larry Sengstock, said the sponsorship helped build on the recent impetus the sport had been gathering as part of its continuing reform process.
“The fact that a successful international company like Golden Star has signed on to a long-term partnership is recognition that basketball in Australia has turned the corner,” he said.
“Basketball is clearly gathering momentum. This partnership, along with the recent unveiling of OAMPS as a major sponsor of the NBL and our significantly upgraded agreement with Fox Sports, show that the business community and the public recognise the strides we have already made. This just serves to underline the importance of the basketball reform process, and our efforts to re-establish strong links to our more than 600,000 participants and the wider community.”
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