Chinese sports apparel maker, Ning Co., has signed a three-year agreement with America’s National Basketball Association (NBA) under which NBA players will wear and promote Li-Ning footwear in games, advertisements and personal appearances in China such as basketball clinics and exhibition games. The NBA also plans to host a regular-season NBA game in China ahead of the 2008 Beijing Olympics.

Under this marketing partnership Yao Ming and other NBA stars will be advertising the products in China, a move designed to capitalise on the huge popularity of basketball in China and the celebrity of NBA players such as local hero Yao Ming.

Beijing Li Ning Sporting Goods Co., Ltd is a subsidiary of Li Ning Company Limited, a major sports brand enterprise in the People’s Republic of China with its own branding, research, design, manufacturing, distribution and retail capabilities that produces sports footwear, apparel and accessories for sport and leisure use exclusively licensed for use in the PRC and Macau.

 

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