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Chivas Regal announces multiyear partnership with NBA China

Chivas Regal, the world renowned blended whisky brand, announced its new collaboration with NBA China today, this marks the one of the biggest partnerships in the brand’s history. The announcement was made in a press event, which also had a grand launch party, held in Sky Banquet, Shanghai. Renowned actor from Hong Kong Shawn Yue and NBA Finals MVP and 10-time All-Star Paul Pierce graced the event. 300 attendees including media, KOLs, VIPs and consumers also attended the event.


NBA, as one of the biggest sporting leagues in the world, believes that “brotherhood” fuels success, and it’s always a team effort. This brings the Chivas core spirit to life - Win the Right Way, and celebrating the power of shared success.  The Chivas NBA China collaboration will create new brand experiences with increased energy, passion and interaction for next generation consumers.

"Success through teamwork is what NBA players are passionate about. This echoes Chivas’ belief that success and generosity go hand in hand,” said NBA legend Paul Pierce. Like NBA players, Shawn Yue also embodies his commitment to excellence, “As a basketball enthusiast and whisky lover, to me, this collaboration is the exact demonstration of brotherhood and teamwork. It is a great honor to witness such combination.” During the grand party, Paul showed off some basketball moves while Shawn appeared and made a cocktail. They also played a game of basketball demonstrating the spirit of “Win the Right Way".


"Chivas believes that success tastes better when shared, like the NBA who embodies the spirit of our guiding principles of team work, dedication to craft, and celebration of success - we are here to ‘Win the Right Way’,” said Jean-Etienne GOURGUES, Managing Director of Pernod Ricard China. “Through this partnership, Chivas will work closely with NBA China to create memorable experiences for consumers, supporting them to share good times through basketball and to bond over a glass of Chivas.”

Chivas will launch nation-wide marketing campaigns with NBA all year round.  The launch party is a great tip-off with disruptive NBA-themed style., It is divided into three different parts - court, locker room and barcade. Especially in the locker room, Slam Dunk comics have created bespoke artwork to communicate “brotherhood” along with other lockers which bring their shared values to life. Tailor-made Chivas basketball and NBA products are also presented. The barcade is where ballers celebrate their success toasting with Chivas, as a demonstration of “success tastes better when shared".


As the official partner for NBA Global Games China 2017, featuring two games between the Golden State Warriors and the Minnesota Timberwolves, on Oct. 5 in Shenzhen and Oct.8 in Shanghai, Chivas will present itself through in-arena branding and interactive pop-ups in the NBA Global China Welcome Reception Parties.

Through this breakthrough partnership with NBA China, Chivas Regal will not only build a leading presence in basketball, but will also move to a new stage by appealing to the new generation, which is China’s growing force. By providing unique and exciting brand experiences all through the year, the power of collaboration, generosity and brotherhood will be strongly conveyed. Chivas Regal will continue the legacy as an iconic global whisky brand as well as the most popular Scotch whisky in the China market.


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