HomeNewsBasketballCanada

Infront extends North American rights deal for Chinese basketball

US Asia-focused sports network One World Sports has extended a rights deal for coverage of Chinese Basketball Association tournaments with the Infront Sports & Media agency, the national governing body’s global marketing and media partner.

The length of the new multi-year deal was not disclosed, but the agreement follows the broadcaster’s initial one-year rights deal with the CBA for the 2011-12 season which secured exposure for domestic Chinese basketball in the US for the first time.

Under the new deal, One World Sports will show a minimum of 40 men’s games per year from the CBA Professional League, including the All-Star game, play-offs and finals.

“Chinese basketball games have been extremely popular in North America,” One World Sports senior vice-president of programming Rick Jemison said. “They appeal to a diverse audience, from those sports fans looking for their favourite teams from home to those fans who appreciate the competitiveness in the international sports arena and those who want to root for former NBA players.”

Infront China managing director Ma Guoli added: “The extension of the deal between One World Sports and Infront is another testimony of CBA League’s growing popularity overseas, which is due to the progress of its sportive performance, as well as the effective marketing and promotion of the League. Infront will work closely together with One World Sports to continue bringing the most exciting and vigorous images of the games to basketball fans around the world.”