Chinese new year happy for NBA

The NBA concluded it first Chinese New Year celebration, reaching 96 million cumulative viewers through the league's television and digital platforms in China.

The inaugural celebration paid tribute to the league's Chinese fan base with a 21-game broadcast schedule, customized content, and a variety of Chinese New Year-themed events in China and the US from Jan. 21-28.

The games were broadcast on the NBA's television partners in China including CCTV 5, BTV, GDTV and GZTV, and earned 79 million viewers. NBA programming on Sina and Tencent reached 17 million viewers.

"It was great to celebrate the Year of the Dragon alongside all of our fans in China," said David Shoemaker, CEO of NBA China. "Thanks to the support of our partners, we were able to create comprehensive NBA television and digital programming that reflected the excitement among our fans for the Chinese New Year celebrations."

The Washington Wizards and Golden State Warriors each hosted in-arena Chinese New Year celebrations.

They each included themed fan activities paying tribute to Chinese culture and the players wore specially designed Chinese New Year shooting shirts from adidas, the league's official on court apparel outfitter.

In China, the festivities culminated with a standing-room only viewing party in the 798 Art District of Beijing. More than 300 fans gathered to watch the Oklahoma City Thunder take on the Golden State Warriors.

China Daily

(China Daily 02/04/2012 page16)