NBA looks to improve profile in China with new marketing partner

BEIJING -- The National Basketball Association has a new marketing partner -- an Inner Mongolia milk producer.

Hoping to improve its profile in China before the 2008 Olympics, the NBA announced the deal Monday with Mengniu Dairy Group. The brand will be known as the "official dairy product of the NBA in China."

League officials in Beijing declined to give financial details surrounding the agreement, although it's sure to be worth millions and increase the NBA's visibility in China.

"By partnering with the leading dairy producer in China, we have a unique opportunity to promote the importance of an active and healthy lifestyle through sports and nutrition," NBA China's managing director, Mark Fischer, said.

Mengniu will promote its products during NBA programming in China. Games are seen on 51 TV channels, including CCTV -- the state-run broadcaster. Mengniu will also participate in the NBA Jam Van, a promotion show that visited 17 cities last year.

The deal represents a victory for Mengniu. Its rival, state-owned Inner Mongolia Industrial Group, was recently awarded the dairy-product sponsorship for the 2008 Olympics.

Inner Mongolia is a northern province of China.

Former NBA star George Gervin kicked off the announcement in Beijing, and was expected to travel Tuesday to a Beijing elementary school, part of a milk-giveaway program sponsored by Mengniu.