Q&A: Sun Lijun, global vice-president, chief marketing officer of SAP Greater China

Q: Why did you decide to partner with the NBA?

A: The reason why we love to partner with the NBA is that we can help each other expand our business and vision. SAP, as a world-leading company, is the most famous software brand in Europe, but our brand awareness in China is still limited, especially from the perspective of regular consumers. Lots of people still consider us an ERP (enterprise resource planning) company. We want people to recognize our new core competence on digital transformation and data capabilities. Basketball is a popular, much-loved sport. We want to use the stories between SAP's data service and the NBA to let the public, even those who are not from the field of information technology, to feel and understand our technology and competence.

Q: What are the highlights of the partnership?