Local connections

Another way for the NBA to build connections with local fans is to build alliances with strong local partners.

The NBA now has 17 partners in China, six of which are Chinese. They include the nation's No 1 mobile operator China Mobile, China's largest computer manufacturer Lenovo Group and Li Ning the leading Chinese sports brand named after the Olympic gymnast.

In 1984, Ueberroth, who was then a college student at Vanderbilt University in Nashville, Tennessee, was excited by the achievements of Chinese gymnast Li Ning at the Los Angeles Olympics. The gymnast won three gold medals at the first Olympics the People's Republic of China participated in.

At that time, she had no idea that she would become a partner at the sports star's company.

The popularity of the Li Ning brand, which has about 4,000 retail outlets throughout China, serves as a successful contact point for the NBA. Stores often display Li Ning products with NBA posters.

NBA posters and other memorabilia are also appearing in the thousands of Lenovo, Haier and China Mobile outlets across the country. The alliance with these partners is especially important in promoting NBA awareness in small and medium-sized cities.

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