NBA China and Luzhou Laojiao announce multiyear marketing partnership

NBA China and Luzhou Laojiao Sales Co., Ltd., one of China’s leading spirits producers, announced on Thursday a multiyear marketing partnership that makes Luzhou Laojiao an Official Marketing Partner of the league in China.

The collaboration was announced in advance of The NBA China Games 2026 presented by Taobao 88VIP, which will feature the Dallas Mavericks and the Houston Rockets playing preseason games on Friday (Oct 9) and Sunday (Oct 11) at The Venetian Arena in Macao.

Through Oct 11, Luzhou Laojiao is showcasing its flagship brand Guojiao 1573 and innovative brand Luzhou Laojiao HiLight at NBA House, located at The Venetian Macao Halls A and B, through product displays, cocktail experiences and the unveiling of Luzhou Laojiao’s baijiu products featuring Rockets and Mavericks team branding.

Luzhou Laojiao HiLight will also serve as partner of the Shooting Stars challenge at NBA Fan Day on Saturday (Oct 10) at the Venetian Arena, where four teams comprised of Mavericks and Rockets players, celebrities and fans will compete in a fast-paced shooting contest.  Following both games, the winning team will be showcased on the jumbotron as part of the Guojiao 1573 “Victory Moment” postgame celebration.

“We are thrilled to welcome Luzhou Laojiao as an Official Marketing Partner of NBA China,” said NBA China senior vice-president Jonathan Li.  “As one of China’s most iconic heritage brands, Luzhou Laojiao shares the passion, tradition and cultural legacy that resonate deeply with basketball fans across the country. Over the past four years, Luzhou Laojiao’s Whitail brand has been a valued supporter of the XBA Streetball League – NBA China’s streetball competition created specifically for local communities and fans – building a strong foundation for this collaboration. Together, we look forward to creating new experiences and products that bring fans closer to the game.”

“The NBA brings together some of the world’s most passionate fans, while Luzhou Laojiao has always been committed to using its distinctive baijiu heritage as a bridge to share the flavors of China with the world,” said Luzhou Laojiao Group (Co., Ltd.) chairman Liu Miao.  “We are honored to work with NBA China, bringing together more than 700 years of brewing craftsmanship and the spirit of basketball, rooted in dedication, perseverance and the pursuit of excellence.  Through this collaboration, we hope every toast will serve as a tribute to victory and a celebration of passion.”

China Daily