Globetrotters partner with Inner Mongolia Mengniu dairy industry for trend-setting deal.
Source: Harlem Globetrotters news release
(PHOENIX, May 29, 2012) – Further cementing their commitment and successful entry into the China market, the Harlem Globetrotters announced today the largest international sponsorship deal in the 86-year history of the team, inking a major partnership with Inner Mongolia Mengniu Dairy Industry (Group) CO. LT.
A manufacturing and distribution company of dairy products in the People’s Republic of China, Mengniu will be the official marketing partner of the Harlem Globetrotters. The two companies will partner on the Globetrotters’ many year-round initiatives in China, including the upcoming multi-show China Tour, clinics in schools all throughout the country, and multiple, high-profile promotional visits.
The historic agreement will include in-game activation and hospitality during shows throughout China, more than 60 school appearances in multiple provinces, a special six-player trading card series distributed at all school visits, and clinics teaching students basketball fundamentals, healthy living, and character development.
Just last week, Globetrotter players began presenting school assemblies and clinics for the children of China, and they will continue to do so into early summer. Mengniu will also be part of the promotional efforts of the Globetrotters’ search for the franchise’s first-ever Chinese player.
"We are thrilled with the progress we are making in China, highlighted by this landmark partnership with Mengniu," said Globetrotter CEO Kurt Schneider, who just spent a week in China witnessing first-hand the impact and success of Globetrotter clinics in multiple Beijing schools. "This is the most ambitious program ever undertaken by the Globetrotters, not only in China, but outside of the United States. We are committed to helping Mengniu demonstrate to thousands and thousands of students that fitness, healthy eating, and good character are the building blocks for personal growth. The Globetrotters are committed to growing their iconic brand in China for years. This is only the beginning of much more to come."