Li-Ning extends five-year partnership with CBA

Chinese sportswear brand Li-Ning has extended a five-year partnership with the Chinese Basketball Association on Tuesday.

Under the new partnership agreement for the 2017-2022 seasons, Li-Ning has obtained the sponsorship rights of the CBA for shirts and shoes. To protect the rights of sponsors, the CBA issued a notice to strengthen the management of players’ sportswear, shoes and protective equipment.

In a controversy last season, CBA star Yi Jianlian took off his Li-Ning shoes and threw them on the court in protest against the league’s decision that all players should wear the sneakers of its official sponsor, Li-Ning.

Both the CBA and Li-Ning have not yet released the value of their sponsorship deal. However, according to Chinese internet giant Tencent, the extended deal is reported to be a flexible one with an amount of around one billion Yuan (US$150 million) for five years. The sponsorship will increase as the number of CBA matches also increases in during the next five seasons.

However, when Li-Ning signed its previous partnership with the CBA in 2012, the amount of the five-year deal was two billion Yuan (US$300 million), which included 1.5 billion Yuan in cash and sports equipment worth 500 million.

Meanwhile, Li-Ning has also signed a partnership deal with the Women’s Chinese Basketball Association, but the length of the contract and sponsorship value are currently unknown.

Source: Tencent, NetEase 

Proofread by William Logsdon