ZTE USA, the fourth largest smartphone supplier in the U.S. and second largest in the no-contract market*, announced today that it has become the Official Smartphone of the Chicago Bulls.
Building upon the successful sponsorships of other franchise basketball teams including the New York Knicks, Houston Rockets and Golden State Warriors, ZTE will expand its localized approach to build its presence in the U.S. from the consumer up by connecting with fans.
“Many consumer surveys are just that: surveys. The best feedback is not a one-way street, it’s a conversation,” said Lixin Cheng, chairman and CEO of ZTE USA. “To facilitate conversations, we will go straight to the source and improve our products and services from the ground up. To provide consumers with the best possible smartphone experience, we need to connect with them on a local level.”
After seeing great success in building loyal consumers in Houston, New York, and Northern California, ZTE looks to continue that momentum and forge a new partnership with the Bulls. This addition provides yet another avenue for ZTE to listen and engage in a consistent dialogue with consumers in order to deliver improvements they want to see across all product lines.
The prime example of how this dialogue has enhanced product development is through ZTE’s flagship smartphone, Axon, which was designed based on consumers’ feedback in what they want and need in a smartphone.
“The partnership between the Chicago Bulls and ZTE marks another significant step in the team’s international business growth. ZTE is a leader in the smartphone industry and it is exciting to welcome a new partner in that category,” said Michael Reinsdorf, Chicago Bulls president and COO. “We look forward to working with ZTE to engage our fans and support meaningful community events and initiatives.”
Along with the love of basketball, the Chicago Bulls share a very important and core value with ZTE – giving back to the local communities. ZTE has committed to supporting large local community events such as the Chicago Bulls’ Pacific Garden Mission Thanksgiving Dinner along with several others throughout the season.
This is just one way ZTE will utilize the relationship with the team to engage and build relationships with consumers in the Chicago area.
As part of the three-year agreement, ZTE will be the presenting partner of “Bulls-Eye View,” a series of exclusive, behind-the-scenes pieces of Bulls content that will appear on Bulls.com. ZTE and the Bulls will also hold a co-branded sweepstakes twice per season, where Chicago area fans will enter for a chance to win their own backstage Bulls-Eye View experience.
ZTE will also receive an array of marketing assets each season, including permanent logo placement on two basketball pole pads, scoreboard features, courtside signage, a promotional night, and hospitality.