Ma Guoli, managing director of Infront China, said: "In the 2012/13 season, the CBA League had again reached a cumulative TV audience of over 720 million.

"This remarkable popularity makes it the only Chinese sports format that can offer such high levels of exposure to sponsors - alongside strong sportive competition and a professional advertising environment.

"With SBD committing to the CBA League as an Official Partner for four years, another world famous brand has acknowledged the strong commercial profile of the league and its impact among Chinese customers."

As the League's official partner, SBD will be involved with all 306 games of the regular season, the All-Star game, and the widely followed playoffs.

As part of the deal SBD will benefit from a full array of rights in camera view that include LED advertising, player appearances, image rights including player groups and composite CBA and SBD logo usage.

The deal will allow Stanley Black and Decker to advertise on LED advertising boards during all 306 CBA League games the All-Star game and the playoffs

The company's brands will also be featured on all official CBA League communications and promotional materials.

"Stanley Black & Decker has history of influential sports event sponsorship all over the world," said Jeff Chen, vice-president and President of Stanley Asia.

"Emerging markets, especially China, have always been key markets for Stanley business development, and we are excited to partner with the most popular basketball league in China.

"Our employees are extremely proud of the cooperation with the CBA for the first time.

"The partnership is not only important to our business, but also enables us to distribute integrated and efficient tools & security solutions to customers in China and emerging markets while strengthening the value of our brands."

The 2013-14 CBA League regular season began on November 8, with the playoffs due to take place in February 2014.

Guangdong Southern Tigers will go into the new season as defending champions.

Contact the writer of this story at [email protected]


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