eHi nets NBA China deal

Car services provider becomes marketing partner of basketball league in China.

15 December 2016 Nicholas Brookes
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NBA China, the Chinese commercial arm of the National Basketball Association (NBA), has entered into a multi-year partnership with eHi.

The deal makes the car services provider NBA China’s official marketing partner, as well as its first car rental services partner. 

As part of the agreement, eHi will have the opportunity to promote both its rental and chauffeur services to NBA fans across China, and will receive prominent advertising at NBA China’s marquee events.

The financial details and the duration of the partnership were not released.

The partnership is eHi’s first agreement with a sports league, and builds upon an already considerable investment in basketball. The firm already endorses Steph Curry, the NBA’s most valuable player (MVP) for the last two seasons.

David Shoemaker, the chief executive of NBA China, said: “We are pleased to welcome eHi to the NBA family, as this partnership will help the NBA reach more fans in China through eHi's broad geographic reach. We look forward to working with such a dynamic young company that will help us continue to grow the game of basketball in China.” 

“The NBA is a global and forward-thinking brand, and many of our valued customers are enthusiastic fans of the NBA,” said eHi's chief executive, Ray Zhang. “This partnership will help spread passion for basketball and enhance customers' interests and confidence in eHi. Reaching out to sports fans is a significant formula to introduce our brand and to connect with more automotive users through our online and offline channels.”

NBA China was formed in 2008, and conducts all of the league’s business in the country. Basketball continues to grow in popularity in China, and the NBA continues to develop its presence there. Earlier this year, the organisation opened three academies in Jinan, Hangzhou and Urumqi, and in September, former superstar Yao Ming was inducted into the NBA’s Hall of Fame.

2016 also marked the tenth edition of the NBA’s Global Games China. This year, fans in Shanghai and Beijing were treated to two pre-season games between the New Orleans Pelicans and the Houston Rockets. The Rockets won both fixtures. 

NBA China, the Chinese commercial arm of the National Basketball Association (NBA), has entered into a multi-year partnership with eHi.

The deal makes the car services provider NBA China’s official marketing partner, as well as its first car rental services partner. 

As part of the agreement, eHi will have the opportunity to promote both its rental and chauffeur services to NBA fans across China, and will receive prominent advertising at NBA China’s marquee events.

The financial details and the duration of the partnership were not released.

The partnership is eHi’s first agreement with a sports league, and builds upon an already considerable investment in basketball. The firm already endorses Steph Curry, the NBA’s most valuable player (MVP) for the last two seasons.

David Shoemaker, the chief executive of NBA China, said: “We are pleased to welcome eHi to the NBA family, as this partnership will help the NBA reach more fans in China through eHi's broad geographic reach. We look forward to working with such a dynamic young company that will help us continue to grow the game of basketball in China.” 

“The NBA is a global and forward-thinking brand, and many of our valued customers are enthusiastic fans of the NBA,” said eHi's chief executive, Ray Zhang. “This partnership will help spread passion for basketball and enhance customers' interests and confidence in eHi. Reaching out to sports fans is a significant formula to introduce our brand and to connect with more automotive users through our online and offline channels.”

NBA China was formed in 2008, and conducts all of the league’s business in the country. Basketball continues to grow in popularity in China, and the NBA continues to develop its presence there. Earlier this year, the organisation opened three academies in Jinan, Hangzhou and Urumqi, and in September, former superstar Yao Ming was inducted into the NBA’s Hall of Fame.

2016 also marked the tenth edition of the NBA’s Global Games China. This year, fans in Shanghai and Beijing were treated to two pre-season games between the New Orleans Pelicans and the Houston Rockets. The Rockets won both fixtures.