Motorola teams up with NBA to score in China

China
Knowledge

Motorola
Inc, number two in the world for mobile phone manufacturing, will team up with
U.S. National Basketball Association (NBA) in a new multiyear Asian marketing
campaign, focusing on

China.

Motorola
will kick off the partnership by sponsoring the inaugural basketball series,
“Motorola NBA 2v2 Basketball Challenge”, sweeping through 112 cities
in

China
in July. The mobile phone giant will also be partner of the October NBA China
Games 2007 held in
Shanghai and Macau, featuring
the Cleveland Cavaliers, Orlando Magic and

China’s men’s national team.

Furthermore,
Motorola will become the “Official Mobile Phone of the NBA” in
China and other selected countries in
Asia, according the NBA official website.

Motorola
is taking a shot at the fastest-growing market in
Asia,
as it seeks to catch up with top phone-maker and rival, Nokia.

Many
companies are banking on the basketball fever in

China, boosted by the country’s
pride and honour of Yao Ming. Yao Ming, who stands as the tallest player in
NBA, was NBA’s top draft in 2002 and plays for the Houston Rockets.

In April, NBA announced that it was setting up a
new business unit in

China
and will look for outside investors to contribute as much as US$200 million
into the venture.