Marketing frenzy for Miami Heat in ChinaPosted by Inside Hoops
In between games, practices and league-related appearances, players such as James, Battier and Dwyane Wade will find time to help market everything from shoes to soda to watches. James has several news conferences planned and Wade is expected to introduce his new shoe Wednesday in Beijing. Wade’s endorsement contract with Jordan Brand ended in September, but he quickly found a replacement in Li-Ning Company Limited, a Chinese-based company.
“As an organization, as players individually, once we get over there it will be a great opportunity to continue to grow the game,” said Wade, who has been hesitant to talk about his new shoe deal.
The NBA has always been a “players’ league,” but in China, where the biggest names are treated like movie stars, that expression is taken to an extreme. In many cases, basketball fans in China are more concerned about a player’s private and social life than their exploits on the court.
Arison says he expects fans to be “camped out” outside the Heat’s hotels in Beijing and Shanghai throughout the week. The star power of the Heat’s players has already helped the team land sponsorships with two Chinese-based company’s, Tsingtao Brewing Company and Peak Sports Goods, and Arison hopes to foster new business relationships this week.
– Reported by Joseph Goodman of the Miami Herald