NBA China has announced a multi-year deal with Chinese fintech firm X Financial.
X Financial, a leading technology-driven personal finance company in China, will become the official marketing partner of NBA China. The deal marks a first for NBA in China’s personal finance industry.
The announcement was made at a press conference in Shenzhen by TangYue, Founder and Chairman of X Financial. Retired NBA legend Dikembe Mutombo and Zhang Zhehan, a Chinese actor, were also present at the press conference.
Starting from the 2018-19 season, NBA China will integrate X Financial and its brands including, Xiaoying Wealth Management and Xiaoying Card Loan, into NBA China’s marketing and media platforms to share the excitement of X Financial’s business with NBA China fans.
X Financial will also bring NBA players and legends to China to interact with fans and grow the games. As the official marketing partner of NBA China Games 2018, X Financial activated the games with extensive brand inclusion on and off the court.
In addition, the company hosted the “X Financial Basketball Club”, a fan interactive event in Beijing between Sept. 15-16, where lucky fans won tickets to NBA Fan Day in Shanghai on Oct. 4, the day before the Dallas Mavericks and Philadelphia 76ers played in Shanghai on Oct. 5, 2018.
The company has recently got listed on the New York Stock Exchange (NYSE).
Last week, popular Chinese smartphone brand Vivo expanded its partnership with NBA to become the ‘presenting partner’ of NBA China games from 2018 to 2020. The BBK Electronics owned brand first teamed up with the NBA prior to the 2016-17 season in a multi-year deal that named it as the official mobile phone partner of the league’s Chinese division.