ZTE teams up with Bulls, Cavs
ZTE has expanded its roster of basketball sponsorships to five teams as it continues to grow its footprint and recruit loyal fans in local markets.
China’s ZTE Corporation’s subsidiary — ZTE USA, a global provider of mobile devices, telecommunication systems and enterprise solutions — announced it will become the official smartphone of the Chicago Bulls and the Cleveland Cavaliers on Oct 27 in Chicago.
“We’re excited to announce ZTE as the Official Smartphone of the Cleveland Cavaliers for the coming season and beyond,” said Len Komoroski, CEO of the Cleveland Cavaliers. “With Cleveland rising as a national and global city, we have no doubt that this new technology partnership with ZTE will resonate well with our fan base.”
“The partnership between the Chicago Bulls and ZTE marks another significant step in the team’s international business growth. ZTE is a leader in the smartphone industry and it is exciting to welcome a new partner,” said Michael Reinsdorf, Chicago Bulls president and COO. “We look forward to working with ZTE to engage our fans and support meaningful community events and initiatives.”
Building upon the successful sponsorships of other franchise basketball teams, including the New York Knicks, Houston Rockets and Golden State Warriors, ZTE will expand its localized approach to building its presence in the US from the consumer up by connecting with fans.
“Many consumer surveys are just that: surveys,” said Cheng Lixin, chairman and CEO of ZTE USA. “The best feedback is not a one-way street, it’s a conversation and to facilitate conversations, we will go straight to the source and improve our products and services from the ground up. To provide consumers with the best possible smartphone experience, we need to connect with them on a local level.”
An example of how this dialogue has enhanced product development is ZTE’s flagship smartphone, Axon, which was designed based on feedback from more than 6,000 American consumers on what they want and need in a smartphone.
“ZTE USA ‘s brand awareness in the US has been enhanced from 1 percent two years ago when we started the partnership with the NBA to 34 percent this year, which means our strategy is working,” Cheng said at a press conference on Tuesday afternoon.
ZTE looks to continue that momentum by forging new partnerships with the Bulls and the Cavaliers.
Along with the love of basketball, the presidents of the Chicago Bulls and the Cavaliers said that the two teams also share a very important and core value with ZTE — giving back to the local community. ZTE has committed to supporting large local community events such as the Chicago Bulls’ Pacific Garden Mission Thanksgiving Dinner and the Cleveland Cavaliers’ Season of Giving.
As part of the three-year agreement, ZTE will be the presenting partner of “BullsEye View,” a series of exclusive, behind-the-scenes items of Bulls content that will appear on Bulls.com.
The partnership between ZTE and the Cavaliers covers sales and marketing elements related to the coming season and beyond, including digital, and in-arena messaging. The partnership will also include presenting sponsorship of the Cavaliers first Chinese New Year Celebration.
The partnership between the Chicago Bulls and ZTE marks another significant step in the team’s international business growth.”