Anta Has Become NBA'S Official Market Authority.

Anta sports announced yesterday that it has grown partners with NBA China, and Anta has officially become an official NBA market partner and NBA licensing provider.

It is reported that before Anta, PEAK has been a NBA China partner, and the cooperation between the two sides has lasted for 7 years.

The amount of annual sponsorship paid to this cooperation has attracted much attention.

The amount is classified as commercial secret and declined to be disclosed.

However, media reports indicate that Anta has to pay NBA 200 million yuan annually for sponsorship.

According to PEAK's responsible person briefed reporters, the annual sponsorship fee for Anta's signing is several times that of PEAK's previous signing.

According to Anta, compared with PEAK's signing with NBA China, Anta's cooperation with NBA China is the first time that NBA has authorized Chinese sporting goods companies to use joint brands.

Anta will launch a full range of Anta -NBA brand sports shoes and accessories products with team and alliance logo. It will be sold in more than 2000 Anta stores in some stores, Anta official mall, Anta Anta flagship store and Jingdong flagship store.

If the rumors are true, the annual sponsorship fee of 200 million yuan is several times that PEAK sponsored NBA China, which also approached the sponsorship amount of Adidas to NBA.

Statistics show that in 2006, as a clothing supplier of NBA, Adidas signed a 11 year contract with NBA, with a total value of $400 million.

For Anta's several times the amount of PEAK, it is understood that a few years ago, Lining formally in the same way "won" Anta CBA equipment sponsors rights and interests.

According to the reporter's previous report, in June 2012, Li Ning Co signed a memorandum of cooperation with the Chinese men's Professional Basketball League (CBA), and said the agreement covers the five season from 2012/2013 to 2016/2017.

According to market rumors, the sponsorship amount of the five year contract will reach a record 2 billion yuan, and the sponsorship amount will also become the highest amount in CBA history.

It is understood that when Anta first became a sponsor of CBA in 2004, the contract amount was 60 million yuan in the 3 season, which is equivalent to 20 million yuan per season.

In August of this year, Anta finally took revenge and replaced Lining as a sponsor of the Chinese gymnastics team.

It is understood that in the past 7 years, as the official Chinese market partner of NBA and the first Chinese sports brand to set up billboards on the NBA arena, PEAK's innovative "NBA arena + star + TV" stereoscopic marketing mode has been the marketing model of other Chinese brands competing to imitate.

Its effectiveness is also very significant, according to statistics, up to now, PEAK has been ranked first in China's basketball shoes market for 6 consecutive years, and has become a top player in China's basketball shoes market.

In the first half of this year, the third player sponsors reported that PEAK's international market revenue increased by 68% over the same period last year, reaching 290 million yuan.

For the end of the 7 years of cooperation between PEAK and NBA China, close to PEAK people told reporters that the two sides had negotiated many times on the issue of contract renewal, and finally withdrew from Anta's competition because of the larger cost of sponsorship.

For the next step of marketing strategy with NBA China, PEAK China told reporters that after the end of the partnership with NBA China, PEAK will start the marketing "star strategy" by signing more star players and top events to create a "star strategy", "star player + Ming Star event + star product", to open new

Pattern.

PEAK sports CEO Xu Zhihua told reporters that in the era of mobile Internet, the star effect is being magnified in the world.

PEAK's next plan is to sign at least 1 NBA All-Star players or the American dream team star players before the start of the NBA season, and invest 200 million yuan in the next few years to enhance product development and design to maximize the star effect.