NBA China extends partnership with Harbin Beer

Harbin Beer will still serve as an official sponsor of NBA China in beer category after an extension of the partnership deal was agreed by NBA China and the beer brand just one day ahead of NBA Global Games in Shanghai on October 14.

The deal was officially announced by Michel Doukeris, AB InBev zone president for Asia-Pacific and NBA Commissioner Adam Silver during the shanghai game. 

Under the new deal, Harbin Beer will continue to benefit from the TV-visible assets from NBA. No financial terms of the deal have been disclosed. 

Michel Doukeris said:”we have created some very effective communications and engagement with young fans under the partnership with NBA in the past and we will continue to strengthen our brand power among young Chinese fans through the NBA relationship. ”

Adam Silver said:”Harbin Beer is not only the market leader in its field but also a great company with a long history and culture heritage. We are looking forward to bringing more valuable experience to fans under the extended partnership in the future.”

Founded in 1900, Harbin Beer, in far north Harbin city, is China’s oldest brewery and one of its largest. In 2004, Anheuser-Busch outbid SAB Miller for control of Harbin Brewery. The brand is now a subsidiary of AB InBev.

Source: NBA China