NBA China and Vivo, a leading smart phone manufacturer in China, on Sunday announced a marketing partnership that will make Vivo the official mobile handset of the NBA in China.

The deal marks Vivo's first strategic partnership with a major pro sports league.

The announcement was made in Shanghai by Vivo vice-president Ni Xudong, Vivo brand director Deng Li, NBA deputy commissioner Mark Tatum and NBA China CEO David Shoemaker.

They were joined by NBA legend Gary Payton at the media conference.

Through the partnership, Vivo will promote basketball and the company's innovative technology to Chinese youth at NBA China's marquee events, including NBA Global Games China, presented by Master Kong, NBA Fan Appreciation Day and the NBA Chinese New Year celebration.

In addition, Vivo will conduct university-based basketball events to further grow the game in China.

"The NBA is the first professional sports league to partner with Vivo in China, and we are excited to elevate the basketball experience for fans with our cutting-edge technology," said Ni.

"We are convinced the popularity of the NBA will introduce our mobile devices to more users and enhance our brand image. We look forward to working with the NBA to create more innovative programming to enhance the game experience."

Added Shoemaker: "Vivo is an industry leader in creating and developing the most dynamic and innovative smart phone on the market, and we are honored to welcome the company to the NBA family.

"This showcases the intersection of technology and sports, and provides Chinese fans with premier mobile devices to further enjoy our game."

China Daily