TWEs Wolf Blass deal with the NBA starts on 1 January

TWE's Wolf Blass deal with the NBA starts on 1 January

Treasury Wine Estates (TWE) has signed up its wine brand Wolf Blass to sponsor the National Basketball Association's Chinese arm ahead of a new marketing push in the country.

The company said last week it has signed a multi-year deal to make Wolf Blass the official wine partner of the NBA in Greater China. The partnership includes promotions during the NBA's Chinese New Year celebrations as well as the NBA all-star game, playoffs and finals.

TWE said the tie-up, which starts on 1 January, will be at the centre of a new, integrated marketing programme for Wolf Blass in China next year that "supports our growth ambitions for the brand globally". Financial details of the deal have not been disclosed.

The NBA already has a big following in China, where an estimated 300m people play basketball. In the past two years, the NBA has upped is presence in the country, with pre-season games in Shanghai and Beijing as well as in Shenzhen on the border with Hong Kong. The expansion is part of a global push for greater penetration in new markets by the association that has also led to pre-season games in the UK, Turkey and Brazil.

This year, PepsiCo replaced The Coca-Cola Co as the main beverage sponsor of the NBA in the US.