Getty Images
The National Basketball Association’s (NBA) Los Angeles Clippers have signed a multi-year partnership with Taiwanese airline Starlux.
Contract:
- Starlux named Clippers’ official international airline partner
- Company secures in-arena activations and ‘hospitality elements’
- Starlux to activate in-flight branding, international sweepstakes, and other digital and in-person activations featuring Clippers elements and personalities
Context:
The deal was signed through the NBA’s International Team Marketing Plan (ITMP), which was expanded last October to allow franchises to sign up to ten overseas partnerships outside of the US and Canada.
Comment:
“As a brand-new airline to the US market, Starlux is excited to help create memorable journeys by providing unique and exquisite service to customers traveling to and from Los Angeles to Taipei, and other Asian cities,” said Glenn Chai, chief executive of Starlux.
“With Los Angeles being the sister city of Taipei, along with our partnership with the LA Clippers, the city of angels is our airline’s perfect starting US destination.”
Coming next:
Starlux will want to replicate the success of other international brands with ties to the NBA. Japanese technology conglomerate Rakuten, for example, has said its brand recognition in the US has expanded by almost 47 per cent since partnering with the Golden State Warriors.
