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The second annual NBA Chinese New Year Celebration, which featured a 23-game package, reached a record number of fans through various media outlets.
Boasting an intensive live-game slate during the Spring Festival, the celebration was watched by 107 million supporters on television and digital media, an increase of more than 11 percent compared to last year's event, which reached 96 million viewers.
This year's celebration featured a record 23 live games over eight days, from Feb 7-14. Five NBA teams hosted in-arena activities celebrating the holiday with Chinese culture, food and entertainment – the Washington Wizards, Golden State Warriors, Miami Heat, Chicago Bulls and Toronto Raptors.
All 24 NBA teams that played on the eve of Chinese New Year wore specially designed warm-up shirts from adidas, the league's official on-court apparel outfitter, to celebrate the occasion.
NBA legend Peja Stojakovic and WNBA player Maya Moore of the Minnesota Lynx hosted a game-watching party in Beijing on Feb 8 and Stojakovic went to the home of one lucky fan for a New Year's dinner.
NBA China marketing partners Harbin Beer and Peak Sports were co-presenting partners of NBA Chinese New Year Celebration 2013 and had a strong presence on the broadcasts and in the arenas.
The games were broadcast and streamed via NBA television partners in China, which included CCTV 5, BTV, CBN - Ningxia Satellite TV, GDTV, Fujian TV, Sina, Tencent, Fox Sports Taiwan, Elta Taiwan, Videoland Taiwan and Now TV Hong Kong.