ZTE teams up with Bulls, Cavs

China Daily (Canada) - - ACROSS AMERICAS - By HONG XIAO in Chicago xi­ao­hong@chi­nadai­lyusa.com

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.”

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