Treasury Wine Estates and NBA China announced today a new multiyear marketing partnership making Wolf Blass, Treasury Wine Estates’ leading Australian wine brand, the Official Wine Partner of the NBA in Greater China, including mainland China, Hong Kong, Taiwan and Macau.
Wolf Blass will engage NBA fans through comprehensive activations that include marketing promotions during the NBA Chinese New Year Celebration, NBA All-Star, NBA Playoffs and The Finals.
"Our long association with competitive sports and a shared passion in the chase for success makes the NBA an ideal partner," said Treasury Wine Estates Chief Marketing Officer Simon Marton. "This competitive spirit is something that our founder Wolfgang Blass has ingrained in the brand and something we look forward to sharing and celebrating with NBA fans across China. This exciting partnership will be at the epicenter of a new integrated marketing program for Wolf Blass in China commencing in 2016 that supports our growth ambitions for the brand globally."
"The NBA represents both a widely followed sport and a triumphant spirit shared by Wolf Blass that fans can relate with," said Treasury Wine Estates President and Managing Director, Asia, Europe, MEA and Latin America Robert Foye. "This partnership will surely bring the Wolf Blass brand close to the hearts of many Chinese consumers."
"We are delighted to partner with Treasury Wine Estates, which shares our commitment to excellence," said NBA China CEO David Shoemaker. "The Wolf Blass brand embodies a genuine passion for sport, and we look forward to toasting the success of all the players, fans and partners with iconic Wolf Blass wines."
Beginning Jan. 1, 2016, Wolf Blass will showcase its portfolio of iconic Australian wines, spearheaded by the Yellow Label range, to the NBA’s broad and passionate fanbase with in-store and online sweepstakes, as well as customized vignettes highlighting the NBA’s most exciting moments on NBA Mitan, an original program that will air on Tencent.