Beijing, China – Infront China and the Chinese Basketball Association (CBA), the governing body of basketball in China, announced the launch of a new 3x3 basketball initiative – "Road To Olympics" – on 26 January, strengthening their strategic partnership.
The new agreement sees Infront China become the exclusive marketing partner of the CBA 3x3 "Road to Olympics" initiative, handling the commercial development of the event.
The format allows basketball players of all levels across China to compete for a place on the national team to represent the country at international competition.
This includes the Tokyo 2020 Olympic Games, where 3x3 will make its Olympics debut.
The inaugural season of CBA 3x3 "Road to Olympics" will include five phases, beginning with the preliminary rounds in November 2017 before moving to provincial and regional Finals, the North-South Finals and concluding with the National Final in April 2018.
The winners will qualify for the 3x3 national team.
Anne Zhao, Infront China Managing Director joined Yao Ming, President of the CBA, Bai Xilin, Secretary General of the CBA and Chai Wensheng, Head of CBA’s 3x3 Basketball for the announcement last Friday, which took place in front of 40 mainstream Chinese media outlets.
"This latest agreement underlines the close working relationship Infront and CBA have," Zhao said. "For several years we have watched 3x3 basketball develop into a fast-paced and exciting format for the sport. Its inclusion in the Olympics proves that there is a real market for it, and with basketball's soaring popularity in China, this is a logical step to make the sport accessible to an even wider audience."
About Infront
Infront, a Wanda Sports company, is a leading sports marketing company managing a comprehensive portfolio of top properties. Led by President & CEO Philippe Blatter, Infront covers all aspects of successful sporting events – including distribution of media rights, sponsorship, media production, event operation and digital solutions – and has won a reputation for its high standards of delivery. As the number one player in winter sport and with a leading role in football, summer sports and corporate and personal fitness, Infront enjoys long-lasting partnerships with over 180 rights-holders and hundreds of sponsors and media companies. Headquartered in Zug, Switzerland, Infront has a team of more than 900 experienced staff working from over 35 offices across more than 15 countries, delivering 4,100 event days of top class sport around the world every year. In November 2015, Infront was integrated into Wanda Sports Group, part of the Chinese conglomerate the Dalian Wanda Group.
