December 21, 2011

The Miami Heat have signed a partnership deal with the Chinese-based Tsingtao Brewery Company which will marry the Heat brand to Tsingtao’s Chinese dance competition television show.

The deal, which seeks to increase both parties television exposure in part came to fruition once the Heat learned their games were being broadcast in China. Furthermore, the Heat are looking to continue to expand upon their footprint in China — the team already has an existing endorsement deal with a Chinese watchmaker — with the players already having exposure in the country due to their endorsements with global companies such as Nike (via BizJournal)

Adding a wrinkle to the typical partnership agreement is the aforementioned dance competition show sponsored by Tsingtao. The show, which is akin to the American version of “So You Think You Can Dance” may feature Miami’s dance team, The Heat Dancers during its next season. The Heat Dancers, along with Miami’s “big 3″, Heat president Pat Riley, head coach Erik Spoelstra, and owner Micky Arison were all present during the Tsingtao/Heat press event, held yesterday.

If nothing else, the Tsingtao agreement continues to show that American basketball is not only marketable in China, but that it potentially creates another lucrative revenue for the right NBA team or NBA player.

Case in point? New Miami Heat forward Shane Battier, has a shoe endorsement deal with the Chinese-based company Peak. Battier’s newest shoe is due out in Chinese stores in the very near future.

image via South Florida Biz Journal

Be Sociable, Share!