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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 87th 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.