Harlem Globetrotters’ Multi-Layered Partnership with Tencent – China’s
Largest and Most Used Internet Service Portal – Already Highly Successful
PHOENIX -- January 7, 2013
Continuing their flourishing venture into the China market, the Harlem
Globetrotters recently entered into an innovative partnership with Tencent,
the largest and most used Internet service portal in China. Tencent’s
dominance in the space draws comparisons to Google in western markets. The
partnership has already seen great success in the digital world.
“This is another extremely positive step forward in our overall integration
into China, as it proves the relevance and power of the Globetrotters brand in
that most robust of markets,” said Globetrotters CEO Kurt Schneider.“This is
the largest social media alliance the Globetrotters have ever had; the sheer
scope and power of the Tencent group is awe-inspiring and a very powerful
partner for our brand’s growth.”
As part of the partnership, Tencent is utilizing star Harlem Globetrotter
players and Globie, the team’s mascot, to promote Tencent’s mobile browser via
interactive events at multiple locations throughout China.
Online promotions around events in November, produced by Tencent subsidiary QQ
Browser, reached more than 5.1 billion viewers. The interactive events for
students and their families, held at six elite universities in China, drew
more than 14,000 students, and various digital platforms covering the events
garnered total viewership of more than 30.8 million people in those 10 days,
averaging over three million views per day.
Founded in November 1998, Tencent aims to enrich the interactive online
experience of Internet users by providing a comprehensive range of Internet
and wireless value-added services. Through its various online platforms,
including Instant Messaging QQ, web portal QQ.com, the QQ Game Platform under
Tencent Games, multi-media social networking service Qzone and wireless
portal, Tencent services the largest online community in China and fulfills
the user’s needs for communication, information, entertainment and e-Commerce
on the Internet.
The partnership with Tencent comes on the heels of the Globetrotters’ other
successful business ventures in China over the last 18 months. In May 2012,
the Globetrotters signed the largest international sponsorship deal in their
history, inking a major partnership with Inner Mongolia Mengniu Dairy Industry
(Group) CO. LT., bringing the Globetrotters’ magic to thousands and thousands
of young children during school visits, basketball clinics, and a six-player
trading card series.
In June 2011, the Globetrotters opened a satellite office in Beijing, ringing
in a new millennium and expansion of the brand’s corporate outreach overseas.
The team has toured China four times in the last three years.
Sponsored by Howard Johnson Hotels, Greyhound Lines, Spalding, and Russell
Athletic, the Original Harlem Globetrotters are celebrating their 87^th
consecutive year in 2013, continuing a world-famous tradition of ball handling
wizardry, basketball artistry, and one-of-a-kind family entertainment that
continues to thrill fans of all ages. Throughout their history, the
Globetrotters have showcased their iconic talents in 121 countries and
territories on six continents, often breaking down cultural and societal
barriers while providing fans with their first-ever basketball experience.
Proud inductees of the Naismith Memorial Basketball Hall of Fame, the
Globetrotters have entertained hundreds of millions of fans over more than
eight thrilling decades. For the latest news and information about the Harlem
Globetrotters, and to purchase tickets and team merchandise, visit the
Globetrotters’ official Web site: www.harlemglobetrotters.com.
Brett Meister, 602-258-0000, ext. 104
Sr. VP of Communications
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