ANTA and China University Basketball League Collaborate to Promote Campus Basketball Culture
In an exciting partnership, ANTA has teamed up with the China University Basketball League (CUBAL) to jointly promote the growth and development of Chinese campus basketball culture. The collaboration was officially announced on February 24, with ANTA becoming the official top partner of CUBAL and the exclusive designated sports equipment and ball sponsor for the league.
ANTA, a professional sports brand known for its popularity among the younger generation, has always focused on mass professional sports around its core strategy of “mass positioning, professionalism, and brand improvement.” The brand has expressed a strong interest in supporting college students and sees the collaboration with CUBAL as an opportunity to further engage with this demographic.
The China University Basketball League has been gaining attention and influence as the competition continues to expand and improve. The last event, which took place amidst the pandemic, attracted over 1 million live viewers and garnered a total of 273 million live views, with the entire network generating a total of 4.12 billion topics. This success reflects the growing charm of CUBAL and the unique vision that ANTA has for the event.
Mr. Xu Yang, CEO of ANTA brand, expressed his excitement about the partnership, stating, “We will work together to jointly promote the development of China’s campus basketball culture, explore the role of campus basketball in competitive sports and the sports industry, and help campus basketball become an important part of national fitness and sports strategies.”
In addition to providing college players with a comprehensive and professional sports product matrix, ANTA will launch new initiatives with CUBAL to engage directly with young consumers. Plans such as “Campus Manager” and “Workplace Star” aim to attract more students who love sports and provide training and practical opportunities to promote the brand and the sport.
The ANTA brand has also made continuous innovations in the professionalism, technology, and functionality of its basketball products, including basketball shoes and game sets for each team. The brand displayed league players’ equipment at the event, showcasing a range of professional basketball shoes that have caught the attention of young players.
With this collaboration, ANTA and CUBAL are set to make a significant impact on the growth and development of Chinese campus basketball culture, offering exciting opportunities for college players and engaging with the younger generation on a meaningful level.