China-based appliance and consumer electronics maker Haier has entered a marketing partnership with the National Basketball Association (NBA).
According to Reuters, NBA Commissioner David Stern said the partnership was a multi-year agreement. Other details, including whether a sponsorship of NBA games is involved, is still being discussed, he said.
Under the agreement, the U.S.-based NBA will promote Haier during its broadcasts, events and on the NBA's Web site. The partnership is said coincide with the launch of Haier's high-definition TVs this summer.
Additionally, the NBA said it hopes to increase its brand recognition in China by partnering with Haier.
The NBA and Haier said joint marketing efforts would likely begin late in the summer.
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