Have you heard of Apple? Samsung? LG? These consumer electronic brands have become household names in the United States. What about ZTE? Chances are you probably aren’t familiar with them yet, but that will soon change.
With 56 different mobile devices already offered across major U.S. carriers, they are the fourth largest smartphone manufacturer in the country with 7.4 percent market share. ZTE has begun to step up their marketing efforts in hopes to become a widely recognized brand. Using the power of sports to drive sales and brand awareness, they are now the Official Smartphone of three NBA teams. Already a major sponsor of the Houston Rockets in 2013, ZTE announced partnerships with the Golden State Warriors and New York Knicks this week.
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ZTE’s deal with the Knicks is expected to make a huge impact. In-arena exposure, signage, mobile channels and LCD boards inclusion are all part of this new sponsorship.
“We have about 600 million people passing by [Madison Square Garden] annually, so it’s a great venue for increasing exposure,” said Tad Smith, Madison Square Garden’s Chief Executive Officer.
“As the Official Smartphone of the Knicks, ZTE will be synonymous with a world-class franchise and will have a powerful platform to showcase its brand to Knicks fans throughout the tri-state area.”
It’s a natural fit to connect a global tech brand to professional sports. As teams continue to look for ways to increase fan engagement, partnerships with tech brands will become even more important. ZTE’s strategic geographic placement allows them to gain maximum visibility across three different U.S. regions. Major results in consumer brand recognition came last season largely thanks to ZTE’s involvement with the Rockets.
“Brand awareness has increased from 1 percent to 16 percent, so our game plan is working,” said Lixin Cheng, Chief Executive Officer of ZTE USA. The addition of the Knicks and Warriors sponsorships will further build on this major growth, as ZTE looks to become a brand everyone in the U.S. recognizes.