Chinese auto brand to sponsor Tencent’s NBA coverage

Chinese car maker Build Your Dream (BYD) Auto has become the prime sponsor of Tencent Sports’ basketball program, the highlight of which is live coverage of NBA throughout the 2015/2016 season.

The deal will see BYD’s new Tang electric car being widely exposed to the vast majority of Chinese NBA fans via digital advertisements around NBA games which will be broadcast live on various Tencent digital channels.

However, details of the terms were not disclosed by the two sides.

The partnership is seen by many as an attempt by BYD Auto to mark a new era in sports marketing with the help of their span-entertainment strategy.

Tencent Sports is currently the rights holder of NBA in mainland China with a US$500mn broadcast deal which runs from this season until the end of the 2019/2020 season.

BYD Auto is a Hong-Kong-listed Chinese car manufacturer which is better known for green vehicles.

Source: Tencent Sports

Proofread by John Devlin.