Tsingtao Toasts Miami Heat Partnership
The Miami Heat have signed a multi-year sponsorship agreement with Chinese beer company, Tsingtao (pronounced CHING-DOW). The deal with one of China's largest beer brewers was formally announced at a press conference earlier today at AmericanAirlines Arena.
Starting this season, Tsingtao will have an in-game presence during Miami Heat home games, including teaming the Miami HEAT Dancers with the Tsingtao Passion Dancers, a squad that the company says attracts over 100,000 aspirants in a nationwide, televised talent search in China.
“The Miami HEAT has evolved into a global brand appealing to fans all over the world,” said Eric Woolworth, President of The HEAT Group’s Business Operations. “Given that the HEAT attracts an enormous audience in China, this new partnership cements our status as an international team. We warmly welcome Tsingtao to the HEAT family.”
Tsingtao, which was the Official Domestic Beer Sponsor of the Beijing 2008 Olympic Games, has pre-existing ties to the NBA having secured a deal in 2009 with the Cleveland Cavaliers and a marketing partnership with the NBA in China.
Meanwhile, the Miami Sentinel's Craig Davis speculates that the deal could lead to a Heat exhibition tour in China as early as next year.
"We're not in control of that, the NBA is. But we have every reason to believe that we are high on the list of teams that they'll be inviting over to China, if not next year certainly soon," Woolworth told the paper. "I believe it's in the pipeline."